Can E-WoM, Servicescape and Brand Familiarity influence Consumer Repurchase Interest?

Yuda Sari Haqiqi; Kristian Suhartadi Widi Nugraha; Ketut Indraningrat; Nyoman Gede Krishnabudi

doi:10.98765/apjbet.v5i01.76

Yuda Sari Haqiqi Alumni Universitas Jember
Kristian Suhartadi Widi Nugraha Fakultas Ekonomi dan Bisnis, Universitas Jember
Ketut Indraningrat Fakultas Ekonomi dan Bisnis, Universitas Jember
Nyoman Gede Krishnabudi Fakultas Ekonomi dan Bisnis, Universitas Jember

DOI: https://doi.org/10.98765/apjbet.v5i01.76

Abstract

Marketing is one of the most important ways for companies to communicate product value and build relationships. This study aimed to determine and analyze the effect of electronic word of mouth, servicescape and brand familiarity on the repurchase intention of X coffee shop consumers in Banyuwangi. This research is categorized as explanatory research. The population of this study are consumers who have made purchases at coffee shop X in Banyuwangi. The sample selection of this study used a non-probability sampling technique with a purposive sampling method and obtained 143 respondents—data collection techniques by distributing e-questionnaires. The research data analysis method used a multiple linear regression test. The study's results prove that all research hypotheses can be accepted, namely electronic word of mouth, servicescape, and brand familiarity influence repurchase interest.

Keywords: E-WoM, Servicescape, Brand Familiarity, Minat Beli Ulang.