The Role of Customer Satisfaction as an Intervening Variable between Servicescape and Repurchase Intention: A Study on Maxx Coffee Customers in Medan

Abstract

Nowadays, cafes that serve coffee drinks are competing with one another
extremely quickly. Understanding customer behavior is one strategy to win the
competition. For instance, keeping an eye on customer satisfaction and the
servicescape of their workplace. The aim of this research was to evaluate and
ascertain how Servicescape and Customer Satisfaction directly affect
Repurchase Intention, as well as how Customer Satisfaction functions as an
intermediate variable. A sample of 150 respondents was used in the descriptive
associative research design. Using the Smart PLS application, the data analysis
technique is (Partial Least Square) PLS. The findings revealed that Servicescape
and Customer Satisfaction have a positive and significant effect on Repurchase
Intention; Servicescape has a positive and significant effect on Customer
Satisfaction; and Servicescape has a positive and significant effect on
Repurchase Intention via Customer Satisfaction at Customer Maxx Coffee in
Medan. The R-squared value for the variable of repurchase intention is 0.786,
whereas the variable of customer satisfaction is 0.684. The acquisition of these
values explains that the percentage of large intention to repurchase can be
explained by servicescape and customer satisfaction of 78.6%, while the
acquisition of the value that explains the percentage of the large performance of
customer satisfaction can be explained by servicescape of 68.4%.