PENGARUH REBRANDING DAN KUALITAS PRODUK TERHADAP MINAT BELI ULANG MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI PADA VAKANSI COFFEE & SPACE
Abstract
This study aims to analyze the effect of rebranding and product quality on repurchase intention through customer satisfaction as a mediating variable at Vakansi Coffee & Space. The research method used was a quantitative explanatory approach with a questionnaire survey. The study population consisted of Vakansi Coffee & Space customers who had purchased products in the past six months. The sampling technique used was purposive sampling, with 120 respondents. The research instrument was a questionnaire with a Likert scale of 1–5, which was tested for validity and reliability. Data analysis was performed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) to test the hypotheses and mediation role. The results showed that rebranding and product quality had a significant positive effect on customer satisfaction and repurchase intention. Furthermore, customer satisfaction was shown to mediate the relationship between rebranding and product quality on repurchase intention. The implications of this study contribute to the development of marketing strategies in the local cafe industry to increase customer loyalty.
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Kewirausahaan, O., Sosial, M., Produk, D. I., & Kecamatan, U. (2024). Meningkatkan Kinerja Pemasaran UMKM Keripik Di Desa Plajan Melalui. 13(3).
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Komaryatin, N., Arifin, S., & Huda, N. (2025). Exploring Marketing Knowledge , Entrepreneurial Orientation , and Product Innovation on Marketing Performance of Pastry MSME. 1–12.
Kotler, P., & Keller, K. L. (2015). Framework for Marketing Management, A. BoD–Books on Demand.
Martaputri, F. H., Herawaty, T., & Fordian, D. (2025). PENGARUH KUALITAS PRODUK DAN STORE ATMOSPHERE TERHADAP MINAT BELI ULANG. 14, 723–738. https://doi.org/10.34127/jrlab.v14i1.1388
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Oliver, R. L. (1993). Cognitive, affective, and attribute bases of the satisfaction response. Journal of Consumer Research, 20(3), 418–430.
Pangaribuan, C. H., & Sofia, A. (2020). FACTORS OF COFFEE SHOP REVISIT INTENTION AND WORD-OF- MOUTH MEDIATED BY CUSTOMER SATISFACTION. 19(1), 1–14.
Pratiksa, J. D., & Hidayat, R. (2020). THE INFLUENCE OF REBRANDING AND PUBLIC RELATION ON ARGO CHERIBON CONSUMER RE-BUYING INTEREST PT KERETA API INDONESIA ( PERSERO ) DAERAH OPERASI 3 CIREBON IN 2020. 6(2), 1366–1395.
Purnamasari, R. P., & Affandi, D. (2025). Visual Branding Strategies in Indonesian Coffee Shops and Street Food Vendors : A Semiotic and Thematic Analysis Visual Branding Strategies in Indonesian Coffee Shops and e-ISSN : 2809-8862 Street Food Vendors : A Semiotic and Thematic Analysis Ratih Pitria Purnamasari , Dodi Affandi. 15.
Roosdhani, M. R., Huda, N., & Komariyatin, N. (2025). MARKET ORIENTATION IMPROVES B2B MARKETING PERFORMANCE : SERVICE DOMINANT LOGIC. 2009, 1572–1580.
Roosdhani, M. R., Komariyatin, N., Ali, A., & Huda, N. (2025). THE EMOTIONAL AND COGNITIVE EFFECTS OF FEAR OF MISSING OUT ON DECISION DELAY AMONG GENERATION Z CONSUMERS. 1739–1750.
Salsabila, C., Umbara, T., & Setyorini, R. (2022). Pengaruh Kepuasan Pelanggan Terhadap Minat Beli Ulang Produk Somethinc. Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi Dan Pelayanan Publik, 9(4), 668–679. https://doi.org/10.37606/publik.v9i4.405
Sari, D. (2020). Role of consumer satisfaction in mediating effect of product quality on repurchase intention. International Research Journal of Management, IT and Social Sciences, 7. https://doi.org/10.21744/irjmis.v7n1.839
Setiyani, L., Anjursari, A., & Yulianto, A. (2024). Pengaruh Rebrandring, Kualitas Produk, Kualitas Promosi terhadap Minat Beli Pelanggan pada Produk Glow and Lovely di Toko Cahaya. JECMER: Journal of Economic, Management and Entrepreneurship Research, 4(1), 28–42.
Tajudinnur, M., Fazriansyah, F., Ferdian, R., Iskandar, I., & Ilham, I. (2022). Pengaruh Harga, Kualitas Produk Dan Pemasaran Digital Terhadap Niat Beli Ulang Dengan Kepuasan Konsumen Sebagai Variabel Intervening. Sebatik, 26(2), 673–687. https://doi.org/10.46984/sebatik.v26i2.2112
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Vika Nafia Zakiana, & Alimuddin Rizal Rivai. (2025). Pengaruh Kualitas Produk dan Persepsi Harga Terhadap Kepuasan Pelanggan dan Dampaknya Pada Minat Beli Ulang : Studi pada Konsumen Skincare Hanasui. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 7(9), 3280–3290. https://doi.org/10.47467/alkharaj.v7i9.8694
Ali, A. (2023). No Title. 15(2), 1–25.
Alya, & Mahfudz. (2023). PENGARUH PERUBAHAN MEREK (REBRANDING) DAN KUALITAS PRODUK TERHADAP NIAT PEMBELIAN MELALUI SIKAP MEREK SEBAGAI VARIABEL INTERVENING (Studi Pada Konsumen Avoskin di Kota Semarang). Diponegoro Journal of Management, 12(3), 3. http://ejournal-s1.undip.ac.id/index.php/dbr
Anggraini, D. P., & Hidayat, M. S. (2024). Pengaruh Rebranding , Kualitas Layanan dan Brand Ambassador terhadap Loyalitas Konsumen Melalui Kepuasan Konsumen sebagai Variabel Mediasi ( Studi Kasus pada Generasi Milenial dan Zilenial yang menggunakan Gofood di Kota dan Kabupaten Mojokerto ). 2(4).
Arifin, S., Roosdhani, M. R., Talib, A., & Bon, B. I. N. (2019). REPURCHASE INTENTION IN MID-SIZED CITY CAFES : A CASE STUDY OF CAFE BRUGE. 62(May 2016), 103–108.
Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2018). Principles of marketing Edition. Pearson Education Limited.
Ayu, K., Adistania, M., Nyoman, N., & Yasa, K. (2022). The Role of Customer Satisfaction as Mediating Variable on the Effect of Brand Image towards Coffee Shop Customer ’ s Repurchase Intention. 7(2), 149–154.
Beli, M., Pada, U., Pait, L., & Sidoarjo, C. (2024). The influence of rebranding and store atmosphere on repurchase intention at legit pait coffee sidoarjo. 7.
Cahyaningrum, G., & Nurtjahjadi, E. (2024). Rebranding, Inovasi Produk dan Persepsi Harga pada Produk Mako terhadap Minat Beli Ulang. Jurnal Administrasi Dan Manajemen, 14(2), 157–166. https://doi.org/10.52643/jam.v14i2.3790
Fandy Tjiptono, P. (2019). Pemasaran Jasa: Prinsip, Penerapan, dan Penelitian. Yogyakarta: Penerbit ANDI (Anggota IKAPI).
Ferdinand, A. (2014). Metode penelitian manajemen: Pedoman penelitian untuk penulisan skripsi tesis dan desrtasi ilmu manajemen.
Fuadi, M. I., Budiantono, B., Manajemen, P., Malang, U. W., Manajemen, P., Malang, U. W., Manajemen, P., Malang, U. W., & Pelanggan, K. (2021). Analisis pengaruh kualitas produk terhadap minat pembelian ulang dengan kepuasan pelanggan sebagai variabel mediasi. Wnceb, 140–151.
Garvin, D. A. (n.d.). Dimensions of Quality NO CO Competing on the Eight Dimensions. 87603.
Gumilang, M. F., Yuliati, L. N., & Indrawan, R. D. (2021). Repurchase Intention of Millennial Generation in Coffee Shop with the Coffee-To-Go Concepts. 8(February), 347–361.
Hadzafi, A. I., & Arifin, S. (n.d.). Pengaruh citra merk, kualitas produk,.
Hair, J. F. (2019). When to use and how to report the results of PLS-SEM. 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hanutama, A., Saputro, E. P., & Surakarta, U. M. (2026). Pengaruh Affiliate Marketing , Content Marketing , Online Customer Review terhadap Keputusan Pembelian melalui mediasi Kepercayaan Konsumen pada pengguna aplikasi TikTok Shop di Surakarta. 2023, 417–426.
Hartanti, N., & Mathori, M. (2023). Peran Variabel Mediasi Kepuasan Pelanggan Pada Pengaruh Iklan Berbasis Media Sosial Instagram Terhadap Minat Beli Ulang Mie Gacoan Di Yogyakarta. Jurnal Riset Akuntansi Dan Bisnis Indonesia, 3(4), 1159–1173. https://doi.org/10.32477/jrabi.v3i4.848
Huda, N., Roosdhani, M. R., Arifin, S., & Komariyatin, N. (2023). Improving MSME Marketing Performance through Marketing Strategy. 1, 13–24.
Huda, N., Roosdhani, M. R., & Komariyatin, N. (2025). THE POWER OF CUSTOMER SERVICE IN BUILDING REPURCHASE INTENTION. 12345, 1730–1738.
Kewirausahaan, O., Sosial, M., Produk, D. I., & Kecamatan, U. (2024). Meningkatkan Kinerja Pemasaran UMKM Keripik Di Desa Plajan Melalui. 13(3).
Komariyatin, N., & Huda, N. (2024). THE ROLE OF DYNAMIC CAPABILITIES IN LINKING EXPORT COMMITMENT TO EXPORT PERFORMANCE : AN EMPIRICAL. 479–489.
Komaryatin, N., Arifin, S., & Huda, N. (2025). Exploring Marketing Knowledge , Entrepreneurial Orientation , and Product Innovation on Marketing Performance of Pastry MSME. 1–12.
Kotler, P., & Keller, K. L. (2015). Framework for Marketing Management, A. BoD–Books on Demand.
Martaputri, F. H., Herawaty, T., & Fordian, D. (2025). PENGARUH KUALITAS PRODUK DAN STORE ATMOSPHERE TERHADAP MINAT BELI ULANG. 14, 723–738. https://doi.org/10.34127/jrlab.v14i1.1388
Nurani, K., Widianita, R., & Anisah, A. (2022). JIMEA | Jurnal Ilmiah MEA ( Manajemen , Ekonomi , dan Akuntansi ) THE EFFECT OF SERVICE QUALITY AND PRICE ON CUSTOMER SATISFACTION AND ITS IMPACT ON THE. 6(3), 2220–2237.
Oliver, R. L. (1993). Cognitive, affective, and attribute bases of the satisfaction response. Journal of Consumer Research, 20(3), 418–430.
Pangaribuan, C. H., & Sofia, A. (2020). FACTORS OF COFFEE SHOP REVISIT INTENTION AND WORD-OF- MOUTH MEDIATED BY CUSTOMER SATISFACTION. 19(1), 1–14.
Pratiksa, J. D., & Hidayat, R. (2020). THE INFLUENCE OF REBRANDING AND PUBLIC RELATION ON ARGO CHERIBON CONSUMER RE-BUYING INTEREST PT KERETA API INDONESIA ( PERSERO ) DAERAH OPERASI 3 CIREBON IN 2020. 6(2), 1366–1395.
Purnamasari, R. P., & Affandi, D. (2025). Visual Branding Strategies in Indonesian Coffee Shops and Street Food Vendors : A Semiotic and Thematic Analysis Visual Branding Strategies in Indonesian Coffee Shops and e-ISSN : 2809-8862 Street Food Vendors : A Semiotic and Thematic Analysis Ratih Pitria Purnamasari , Dodi Affandi. 15.
Roosdhani, M. R., Huda, N., & Komariyatin, N. (2025). MARKET ORIENTATION IMPROVES B2B MARKETING PERFORMANCE : SERVICE DOMINANT LOGIC. 2009, 1572–1580.
Roosdhani, M. R., Komariyatin, N., Ali, A., & Huda, N. (2025). THE EMOTIONAL AND COGNITIVE EFFECTS OF FEAR OF MISSING OUT ON DECISION DELAY AMONG GENERATION Z CONSUMERS. 1739–1750.
Salsabila, C., Umbara, T., & Setyorini, R. (2022). Pengaruh Kepuasan Pelanggan Terhadap Minat Beli Ulang Produk Somethinc. Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi Dan Pelayanan Publik, 9(4), 668–679. https://doi.org/10.37606/publik.v9i4.405
Sari, D. (2020). Role of consumer satisfaction in mediating effect of product quality on repurchase intention. International Research Journal of Management, IT and Social Sciences, 7. https://doi.org/10.21744/irjmis.v7n1.839
Setiyani, L., Anjursari, A., & Yulianto, A. (2024). Pengaruh Rebrandring, Kualitas Produk, Kualitas Promosi terhadap Minat Beli Pelanggan pada Produk Glow and Lovely di Toko Cahaya. JECMER: Journal of Economic, Management and Entrepreneurship Research, 4(1), 28–42.
Tajudinnur, M., Fazriansyah, F., Ferdian, R., Iskandar, I., & Ilham, I. (2022). Pengaruh Harga, Kualitas Produk Dan Pemasaran Digital Terhadap Niat Beli Ulang Dengan Kepuasan Konsumen Sebagai Variabel Intervening. Sebatik, 26(2), 673–687. https://doi.org/10.46984/sebatik.v26i2.2112
Ulang, B., Dimediasi, Y., & Kepuasan, O. (2024). 12 1 2. 7.
Vika Nafia Zakiana, & Alimuddin Rizal Rivai. (2025). Pengaruh Kualitas Produk dan Persepsi Harga Terhadap Kepuasan Pelanggan dan Dampaknya Pada Minat Beli Ulang : Studi pada Konsumen Skincare Hanasui. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 7(9), 3280–3290. https://doi.org/10.47467/alkharaj.v7i9.8694
Published
2026-05-23
How to Cite
Fadillah, A., & Komariyatin, N. (2026). PENGARUH REBRANDING DAN KUALITAS PRODUK TERHADAP MINAT BELI ULANG MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI PADA VAKANSI COFFEE & SPACE. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 10(2), 224-242. https://doi.org/10.31955/mea.v10i2.7473
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Articles
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