ANALYSIS OF NEW CULTURAL MARKETING, CUSTOMER-PERCEIVED VALUE AND SERVICE QUALITY ON REPURCHASE INTENTION AT RAHASIA COFFEE
Published:
2026-11-04Downloads
Abstract
This study was motivated by the suboptimal repurchase intention of Rahasia Coffee customers—as evidenced by pre-survey results and issues regarding New Cultural Marketing, Customer Perceived, and Service Quality—as well as a decline in Rahasia Coffee’s sales during the 2022–2025 period. The study aims to analyze the influence of New Cultural Marketing, Customer Perceived [Value], and Service Quality on the repurchase intention of Rahasia Coffee customers, both partially and simultaneously. A quantitative, associative research approach was employed. Non-probability sampling—specifically purposive sampling—was used to select a sample of 110 respondents. Data were collected via Likert-scale questionnaires and processed using IBM SPSS Statistics version 27. Analytical techniques included multiple linear regression, partial tests (t-test), simultaneous tests (F-test), and the coefficient of determination. The results indicate that New Cultural Marketing has a positive and significant effect on repurchase intention, with a regression coefficient of 0.235, a calculated t-value of 6.747, and a significance value of 0.000. Customer Perceived also has a positive and significant effect, with a regression coefficient of 0.231, a calculated t-value of 3.125, and a significance value of 0.002. Service Quality shows a positive and significant effect, with a regression coefficient of 0.091, a calculated t-value of 2.296, and a significance value of 0.024. New Cultural Marketing exhibited the highest Standardized Beta value (0.518), making it the variable with the most dominant relative influence on repurchase intention. Simultaneously, the three variables exerted a positive and significant influence, with a calculated F-value of 37.660 and a significance value of 0.000. The R-squared value of 0.516 indicates that the three variables explain 51.6% of the variation in Repurchase Intention, while the remaining 48.4% is explained by factors outside the scope of the study.
Keywords:
New Cultural Marketing Customer Perceived Service Quality Repurchase Intention Rahasia CoffeeReferences
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