The Influence of Product, Price, Place, Promotion, and Store Atmosphere on Purchase Intention of Cafe Customers and Customer Satisfaction as Mediating Variables
DOI:
https://doi.org/10.37385/msej.v5i2.4673Keywords:
product, price, promotion, place, storeatmosphere, Customer Satisfaction, Purchase intentionAbstract
This research utilizes quantitative methods to investigate the influence of product, price, place, promotion, and store atmosphere on the purchase intention of cafe customers in Batam City, with customer satisfaction as a mediating variable. Data from 185 respondents were collected through Google Form questionnaires and analyzed using PLS-SEM. The results indicate that product, price, and store atmosphere have a significant influence on customer satisfaction, while place and promotion are not significant. Furthermore, customer satisfaction also significantly influences purchase intention, and this variable mediates the relationship between these factors and customer purchase intention, except for place and promotion, which are not significant. These findings can serve as a guide for cafe owners to improve customer satisfaction and purchase intention in Batam City.
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