Analysis of the Effect of Product and Service Quality, Electronic Word Of Mouth (E-Wom), Brand Image and Perceived Customer Value on Repurchase Intention Through Coffee-to-Go Shop Customer Satisfaction in Generation Y and Generation Z in Jakarta During The Covid 19 Pandemic


Authors : Maria Yosephine Elivia KI; Sri Hartono

Volume/Issue : Volume 8 - 2023, Issue 3 - March

Google Scholar : https://bit.ly/3TmGbDi

Scribd : https://bit.ly/3ljij77

DOI : https://doi.org/10.5281/zenodo.7745630

Abstract : - The spread of the COVID-19 virus occurs almost all over the world and WHO has declared this period as a global pandemic. The existence of the COVID-19 pandemic has brought Indonesia close to the brink of recession, which has led to a decrease in consumption and purchasing power of the Indonesian people. But in fact, the local ready-to-drink coffee business is growing well and promising. This study aims to analyze the effect of product and service quality, electronic word of mouth (E-WOM), brand image and perceived customer value on repurchase interest through coffee-to-go shop customer satisfaction in Generation Y and Generation Z in DKI Jakarta. Sampling was conducted on 290 respondents consisting of 145 Generation Y respondents and 145 Generation Z respondents. The results of hypothesis testing concluded that Product and Service Quality, EWOM, Brand Image, and Perceived Customer Value all have a positive and significant influence on Customer Satisfaction. Customer Satisfaction in this case also has a positive and significant influence on Repurchase Interest. For theoretical and practical implications, future researchers need to test Repurchase Interest with other variables.

Keywords : Product and Service Quality, E-WOM, Brand Image, Perceived Customer Value, Customer Satisfaction, Repurchase Intention.

- The spread of the COVID-19 virus occurs almost all over the world and WHO has declared this period as a global pandemic. The existence of the COVID-19 pandemic has brought Indonesia close to the brink of recession, which has led to a decrease in consumption and purchasing power of the Indonesian people. But in fact, the local ready-to-drink coffee business is growing well and promising. This study aims to analyze the effect of product and service quality, electronic word of mouth (E-WOM), brand image and perceived customer value on repurchase interest through coffee-to-go shop customer satisfaction in Generation Y and Generation Z in DKI Jakarta. Sampling was conducted on 290 respondents consisting of 145 Generation Y respondents and 145 Generation Z respondents. The results of hypothesis testing concluded that Product and Service Quality, EWOM, Brand Image, and Perceived Customer Value all have a positive and significant influence on Customer Satisfaction. Customer Satisfaction in this case also has a positive and significant influence on Repurchase Interest. For theoretical and practical implications, future researchers need to test Repurchase Interest with other variables.

Keywords : Product and Service Quality, E-WOM, Brand Image, Perceived Customer Value, Customer Satisfaction, Repurchase Intention.

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