Relationship among Store Atmosphere, Products, Prices and Repurchase Intentions: the intervening role of Customer Satisfaction

The purpose of this research was to determine the influence of store atmosphere, products, and prices on repurchase intentions at Sahaya Coffeeshop in Pontianak City with customer satisfaction as an intervening variable. This research was associative research. The population in this research were all Sahaya Coffeeshop customers. The total sample was 100 respondents determined using a purposive sampling technique. The data analysis technique used was structural equation modelling (SEM) with the WarpPLS approach. The results of the fit and quality indices model show a good, ideal, acceptable and large model. The results of hypothesis testing for direct effect show that Store Atmosphere and Products have a positive and significant effect on Satisfaction, but Prices have a negative effect on Satisfaction; Store Atmosphere, Products and Prices have a positive and significant effect on Repurchase Intentions; Satisfaction has a positive and significant effect on Repurchase Intentions. The results of hypothesis testing for indirect effects show that Store Atmosphere and Products have a positive and significant effect on Repurchase Intentions through Satisfaction, but Prices have a negative effect on Repurchase Intentions through Satisfaction.