ANALYSIS OF SOCIAL MEDIA MARKETING, NEW CULTURAL MARKETING AND SERVICESCAPE ON REPURCHASE INTENTION AT LANGIT SOCIETY CAFE
Published:
2026-11-05Downloads
Abstract
This study was motivated by the fluctuating sales performance of Cafe Langit Society and the results of a preliminary survey indicating that consumers’ repurchase intention had not yet been optimally established. This study aims to analyze the effects of Social Media Marketing, New Cultural Marketing, and Servicescape on consumers’ Repurchase Intention at Cafe Langit Society, both partially and simultaneously. This study employed a quantitative approach with an associative research design. The sampling technique used was nonprobability sampling using purposive sampling, involving a total of 135 respondents. Data were collected through questionnaires using a Likert scale and processed using IBM SPSS Statistics version 27. The analytical techniques included multiple linear regression analysis, partial tests (t-test), simultaneous tests (F-test), and the coefficient of determination. The results showed that Social Media Marketing had a positive and significant effect on Repurchase Intention, with a t-value of 3.552 and a significance value of 0.001. New Cultural Marketing also had a positive and significant effect on Repurchase Intention, with a t-value of 3.363 and a significance value of 0.001. Servicescape had a positive and significant effect on Repurchase Intention, with a t-value of 4.380 and p < 0.001. Servicescape had the highest standardized beta coefficient of 0.349, indicating that it was the variable with the relatively strongest influence on Repurchase Intention. Simultaneously, Social Media Marketing, New Cultural Marketing, and Servicescape had a significant effect on Repurchase Intention, with an F-value of 56.334 and p < 0.001. The adjusted R-squared (R²) value of 0.553 indicates that the three variables explained 55.3% of the variation in Repurchase Intention, while the remaining 44.7% was explained by other factors outside this study. Therefore, the better the implementation of Social Media Marketing, New Cultural Marketing, and Servicescape, the higher the consumers’ Repurchase Intention at Cafe Langit Society.
Keywords:
Social Media Marketing New Cultural Marketing Servicescape Repurchase IntentionReferences
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