Pengaruh Store Atmosphere Dan Kualitas Pelayanan Terhadap Niat Pembelian Ulang Cnb (Cold N Brew) yang Dimediasi Oleh Brand Awareness

Safanella Fildza Fathihah, Kussudyarsana Kussudyarsana

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh store atmosphere dan kualitas pelayanan terhadap niat pembelian ulang Cold N Brew (CnB) yang dimediasi oleh brand awareness. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan explanatory research. Populasi penelitian adalah konsumen CnB yang pernah melakukan pembelian, dengan sampel sebanyak minimal 85 responden yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner skala Likert dan dianalisis menggunakan Partial Least Square–Structural Equation Modeling (PLS-SEM) dengan SmartPLS 4.0 melalui pengujian outer model dan inner model. Hasil penelitian menunjukkan bahwa store atmosphere dan kualitas pelayanan berpengaruh positif dan signifikan terhadap brand awareness. Brand awareness juga berpengaruh positif dan signifikan terhadap niat pembelian ulang. Selain itu, brand awareness terbukti mampu memediasi secara parsial pengaruh store atmosphere dan kualitas pelayanan terhadap niat pembelian ulang. Model penelitian menunjukkan kemampuan prediktif yang baik berdasarkan nilai R-square kategori moderat dan Q-square yang positif. Temuan ini menegaskan bahwa peningkatan pengalaman pelanggan melalui atmosfer toko yang baik dan pelayanan berkualitas dapat memperkuat kesadaran merek dan mendorong pembelian ulang konsumen CnB.

Keywords


brand awareness, kualitas pelayanan, niat pembelian ulang, store atmosphere, variabel mediasi

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References


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DOI: https://doi.org/10.17509/ijdb.v5i4.99882

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