The Influence of Store Atmosphere and Products on Repurchase Interest at Saca Coffee Shop in Pontianak City with Customer Satisfaction as an Intervening Variable

This study aims to determine the influence of store atmosphere and products, on repurchase interest at Saca Coffee Shop in Pontianak City with customer satisfaction as an intervening variable. The population in this study is all Saca Coffee Shop consumers. The number of samples was 100 respondents determined by the purposive sampling technique. The data analysis technique used is structural equation modeling (SEM) with SmartPLS 4. The results of hypothesis testing for direct influence show that Store Atmosphere has a positive and insignificant effect on Satisfaction, Products have a positive and significant effect on Satisfaction, Store Atmosphere has a positive and insignificant effect on Repeat Purchase Interest, Products have a positive and significant effect on Repeat Purchase Interest, Satisfaction has a positive and significant effect on Repeat Purchase Interest. The results of hypothesis testing for indirect influence show that Store Atmosphere has a positive and insignificant effect on Repurchase Interest through Satisfaction, Products have a positive and significant effect on Repurchase Interest through Satisfaction