The Role of Customer Satisfaction as Mediating Variable on the Effect of Brand Image towards Coffee Shop Customer’s Repurchase Intention
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This study aims to analyze the role of consumer satisfaction in mediating the effect of brand image on repurchase intention of Kopi Kulo customers in Denpasar, Bali, Indonesia with a sample of 100 people through purposive sampling. Data was collected using a questionnaire and then analyzed using path analysis. The results showed that brand image and consumer satisfaction had a positive and significant effect on repurchase intention, brand image had a positive and significant effect on consumer satisfaction, and consumer satisfaction partially mediated the relationship between brand image and repurchase intention.
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