The Role of Brand Image As A Mediating Variable in The Effects of Store Atmosphere and Social Media on Revisit Intention (A Study of Coffee Shops)

Fitria Musyarofah; Martaleni Martaleni; Budi Wahyono; M. Yusuf Kurniawan

doi:10.55681/economina.v5i10.4795

Authors

Fitria Musyarofah Universitas Gajayana Malang, Indonesia
Martaleni Universitas Gajayana Malang, Indonesia
Budi Wahyono Universitas Gajayana Malang, Indonesia
M. Yusuf Kurniawan Universitas Gajayana Malang, Indonesia

DOI:

https://doi.org/10.55681/economina.v5i10.4795

Keywords:

Store Atmosphere, Social Media, Brand Image, Revisit Intention, Coffee Shop.

Abstract

This study aims to analyze the effects of store atmosphere and social media on revisit intention, with brand image as a mediating variable in Instagrammable coffee shops in Greater Malang. This study focuses on the role of store ambiance and social media activities in shaping brand image and encouraging consumers' intentions to revisit. The results indicate that store atmosphere and social media have significant positive effects on revisit intention. Furthermore, store atmosphere and social media have significant positive effects on brand image. In addition, brand image has a significant positive effect on revisit intention. However, the indirect effect of store atmosphere on revisit intention through brand image is negative and insignificant, indicating that brand image does not significantly mediate this relationship. Conversely, the indirect effect of social media on revisit intention through brand image is positive, suggesting that brand image may play a role in strengthening the relationship between social media activities and consumers' revisit intentions. These findings highlight the importance of managing store atmosphere and social media activities, as well as building a positive brand image, to increase consumers' revisit intentions toward Instagrammable coffee shops in Greater Malang.

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