PENGARUH REBRANDING DAN STORE ATMOSPHERE TERHADAP MINAT BELI ULANG PADA LEGIT PAIT COFFEE SIDOARJO
Keywords:
Rebranding ; Repurchase Intention ; Store Atmosphere
Abstract
The coffee business in Indonesia has experienced significant expansion in recent years, including in Sidoarjo, where the number of coffee shops continues to increase. Legit Pait Coffee, previously known as Kedai 27 Sidoarjo, is rebranding to create a new, more unique identity with a Javanese concept, as well as making changes to the shop atmosphere to attract more consumers. This rebranding is expected to increase customer attraction and loyalty. This study utilizes the Partial Least Square (PLS) method to carry out hypothesis testing regarding the correlation between rebranding, store atmosphere and repurchase interest. This study utilizes primary data, namely respondents' answers from a sample of Legit Pait Coffee Sidoarjo consumers. The study findings show that rebranding and store atmosphere have a significant positive impact on consumers' repurchase interest.
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[2] Bilgin. (2018). The Effect Of Social Media Marketing Activities On Brand Awareness, Brand Image And Brand Loyalty. Business & Management Studies: An International Journal, 6(1), 128–148. Https://Doi.Org/10.15295/Bmij.V6i1.229
[3] Cahyo, H., Setiawan, B., & Komara, B. D. (2020). The Alternative Blue Ocean Strategy: Bagaimana Strategi Perusahaan Industri Kopi Santri Dalam Menghadapi Persaingan Bisnis In Jre (Vol. 3, Issue 1). Http://Journal.Umg.Ac.Id/Index.Php/Jre
[4] Dikta Pratiksa, J., & Hidayat, R. (2020). Pengaruh Rebranding Dan Public Relation Terhadap Minat Beli Ulang Konsumen Argo Cheribon Pt Kereta Api Indonesia (Persero) Daerah Operasi 3 Cirebon Tahun 2020 The Influence Of Rebranding And Public Relation On Argo Cheribon Consumer Re-Buying Interest Pt Kereta Api Indonesia (Persero) Daerah Operasi 3 Cirebon In 2020.
[5] Efenser Banjarnahor, D., Basar, ;, Hutahuruk, M., Manajemen, P., Pelita, U., & Abstrak, B. (2024). Pengaruh Promosi Sosial Media Instagram, Store Atmosphere Dan Varian Menu Terhadap Keputusan Pembelian Di Maka Coffee House Cibitung (The Influence Of Instagram Social Media Promotion, Store Atmosphere, And Menu Variants On Purchase Decision At The Maka Coffee House Cibitung) 1.
[6] Fikri Alamudi, F. (2022). Pengaruh Kepuasan Konsumen, Kualitas Pelayanan Dan Kualitas Produk Terhadap Minat Beli Ulang Konsumen Warung Jumbo Secara Online Selama Masa Pandemi Covid-19 Sulistyo Budi Utomo Sekolah Tinggi Ilmu Ekonomi Indonesia (Stiesia) Surabaya.
[7] Ghozali. (2011). Aplikasi Analisis Multivariate Dengan Program Spss. Badan Penerbit Universitas Diponegoro.
[8] Hidayat, R., & Resticha, D. (2019). Analisis Pengaruh Variasi Produk Dan Labelisasi Halal Terhadap Kepuasan Konsumen Untuk Meningkatkan Minat Beli Ulang Pada Kosmetik Wardah (Studi Pada Konsumen Kosmetik Wardah Di Kota Batam). In Journal Of Business Administration (Vol. 3, Issue 1). Www.Kemenperin.Go.Id
[9] Karimah. (2023). Peranan Humas Dalam Proses Rebranding Pt Adhya Tirta Sriwijaya Untuk Membentuk New Image.
[10] Kotler, P., & Amstrong. (2017). Principles Of Marketing.
[11] Kotler, P., & Keller, K. (2017). Manajemen Pemasaran (B. Sabran, Ed.; Vol. 1). Erlangga.
[12] Nabila, S. D., & Ariescy, R. R. (2023). The Effect Of Customer Experience, Word Of Mouth, And Price Perception On Repurchase Intention Of Special Fare Train Tickets. Indonesian Journal Of Business Analytics, 3(5), 1471–1480. Https://Doi.Org/10.55927/Ijba.V3i5.5390
[13] Penulis, T., Ariyanto, A., Bangun, R., Rifqi, M., Indillah, M., Ferlina, A., Trenggana, M., Sholihah, R., Ariyanti, M., Widiati, E., Irawan, P., Ratih, S. D., Suryanti Ismail, R., Putra, S., Mulia Utama, A., Syahputra, J., & Budiman, B. (2023). Manajemen Pemasaran. Www.Freepik.Com
[14] Prasetyo, Y. A., & Pudjoprastyono, H. (N.D.). The Influence Of Service Quality And Store Atmosphere On Customer Satisfaction At The Starbucks Pakuwon Mall Surabaya Outlet. 2(2), 2961–712. Https://Doi.Org/10.55299/Ijec.V2i2.625
[15] Retno, A., Ika, N., Wardhani, K., Pembangunan, U., Veteran, N. ", & Timur, J. (2023). Msethe Influence Of Store Atmosphere And Location On Purchasing Decisions At Coffe Shop Tadakopi Surabaya Pengaruh Store Atmosphere Dan Lokasi Terhadap Keputusan Pembelian Pada Coffe Shop Tadakopi Surabayaid 2 *Corresponding Author. In Management Studies And Entrepreneurship Journal (Vol. 4, Issue 4). Http://Journal.Yrpipku.Com/Index.Php/Msej
[16] Safitri, D., Wulan, R. R., Sos, S., Pd, M., Pamungkas, I. N. A., & Si, M. (2018). Strategi Rebranding Zora Radio Rebranding Strategy Of Zora Radio.
[17] Studi Manajemen, P., Yudha Prawira, M., Butarbutar, M., Ekana Nainggolan, L., Sultan Agung Jalan Surabaya No, S., & Pematangsiantar, K. (2019). Maker: Jurnal Manajemen Pengaruh Iklan Terhadap Minat Beli Ulang Dengan Persepsi Konsumen Sebagai Variabel Intervening Pada Café Coffee Time And Seafood Pematangsiantar. 5(2), 48–60. Http://Www.Maker.Ac.Id/Index.Php/Maker
[18] Sugiyono. (2018). Metode Penelitian Kuantitatif.
[19] Ul Huda, I., Karsudjono, A. J., Darmawan, R., Tinggi, S., Ekonomi, I., & Banjarmasin, P. (2020). Pengaruh Store Athmosphere Dan Brand Awereness Terhadap Minat Beli Ulang Konsumen Pada Warung Kopi 88 Banjar Indah Permai Melalui Kepuasan Konsumen Jurnal Mitra Manajemen (Jmm Online). Anthonius J. Karsudjono, 1(4), 492–508.
[20] Utami, C. (2017). Chri Ti A Edisi 2 Manajemen Ritel.
[21] Wijaya, D. S., Febriana, S. D., Cahyo, B., & Pradana, S. A. (2024). Strategi Komunikasi Pemasaran Dalam Rebranding Grande Garden Café. In Relasi: Jurnal Penelitian Komunikasi (Vol. 04, Issue 01).
[22] Yodi, *, Tangkuan, S., Tangkuan, Y. S., Pongtuluran, A. K., & Pagiu, C. (2023). Pengaruh Cafe Atmosphere, Customer Experience, Dan Harga Terhadap Minat Beli Ulang Pada Cafe Wai Teman Minum Kamu Kabupaten Toraja Utara. Riset Ilmu Manajemen Bisnis Dan Akuntansi, 1(3), 317–328. Https://Doi.Org/10.61132/Rimba.V2i1.549
Published
2024-11-15
Section
Articles
Copyright (c) 2024 Ardean Naufal Adyar, Hery Pudjoprastyono
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