Integration Expectation Confirmation Theory and AISAS Model in Coffee Shop Repurchase Intention

  • Juliana Juliana Universitas Pelita Harapan
  • Marchell Felix Beanardo Universitas Pelita Harapan
  • Jessica Nethania Hering Universitas Pelita Harapan
  • Irene Jennifer Universitas Pelita Harapan
  • Ricky Ricky Universitas Pelita Harapan
Keywords: celebrity endorsement, advertisement, brand image, repurchase intention

Abstract

Kopi chuseyo is a coffee shop that stands in the middle of the proliferation of k-popers in indonesia. this coffee shop with a k-pop nuance gets loyal customers and has high purchasing power. kopi chuseyo elevates k-pop as an endorsement and brand image that differentiates it from other coffee shops by implementing a good marketing strategy to achieve a competitive advantage. the research objective was to develop a conceptual model of repurchase intention using the expectation confirmation theory AISAS (Attention, Interest, Search, Action, Share) Model. the population of this research is consumers who have ever consumed chuseyo coffee in indonesia. the sampling technique used non-probability sampling with a total of 108 respondents. the study results in a brand image significantly affected repurchase intention; celebrity endorsement advertisement had no significant effect on repurchase intention. Ckuseyo coffee must maintain the brand image that consumers feel to increase consumer repurchase intention.

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Published
2021-07-19
How to Cite
Juliana, J., Beanardo, M. F., Hering, J. N., Jennifer, I., & Ricky, R. (2021). Integration Expectation Confirmation Theory and AISAS Model in Coffee Shop Repurchase Intention. JURNAL MANAJEMEN BISNIS, 8(2), 255 - 267. https://doi.org/10.33096/jmb.v8i2.788