Repurchase Intention among Millennial Coffee Shop Customers: Exploring Key Determinants

This study examines the direct and indirect effects of social media marketing, customer-perceived value, and servicescape on repurchase intention through new cultural marketing and customer experience among millennial coffee shop consumers. An associative quantitative ‎research design was employed with 310 millennial consumers from 60 coffee shops across Medan, Indonesia. Data were collected using ‎structured questionnaires and analyzed using Structural Equation Modeling (SEM) with Smart-PLS 3.0. Social media marketing significantly influences new cultural marketing but does not directly affect repurchase intention, indicating full mediation through cultural pathways. ‎Customer experience emerges as the strongest predictor of repurchase intention, mediating the effects of both customer perceived value and ‎servicescape. The model explains 67.5% of the variance in repurchase intention. The study employs non-probability sampling in one Indonesian ‎city, limiting generalizability. The cross-sectional design prevents causal inference. The research introduces new cultural marketing as a ‎novel theoretical construct, extending service-dominant logic to encompass cultural value co-creation processes. Coffee shop managers ‎should prioritize culturally relevant social media content over direct promotional messages and focus on holistic customer experience management. The indirect-only effect of social media marketing suggests digital strategies must create authentic cultural connections rather than ‎pursue immediate sales conversion. This research introduces new cultural marketing as a mediating construct and provides empirical evidence of its role in service marketing contexts. The study offers novel insights into millennial coffee consumption behavior in emerging ‎markets, demonstrating that social media marketing effectiveness operates through cultural pathways rather than direct persuasion mechanisms.