Marketing Mix and Repurchase Intention of Cafe Industry During Covid-19: A Statistical and Data Mining Analysis

Alfonsius Alfonsius · Genesis Sembiring Depari · Jen peng Huang

10 citations0/0 files storedJURNAL MINDS Manajemen Ide dan Inspirasi

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior and Marketing Influence Customer Service Quality and Loyalty Consumer Market Behavior and Pricing

Abstract

The COVID-19 pandemic has hit the world and bring unprecedented changes to all industries, including the Micro Small Medium Entrepreneur (MSME) of coffee shop businesses. This study aimed to determine the effect of the marketing mix on customer satisfaction to increase repurchase intention in modern coffee outlets. In addition, statistical modeling, segmentation analysis, and variables weighting using Support Vector Machine were performed. Eventually, product, price, and place positively and significantly affect customer satisfaction, while the promotion does not. Customer satisfaction was found to increase the repurchase intention of the customers. The segmentation analysis and SVM weighting attributes support the product quality as crucial to the marketing mix. It is implied that marketers should devise a marketing approach differently to different clusters since each cluster has distinct characteristics.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 10 citations exist upstream.

References

1994From Marketing Mix to Relationship Marketing 2019The impact of e-service quality and customer satisfaction on customer behavior in online shopping 2013Building Trust Between Consumers and Corporations: The Role of Consumer Perceptions of Transparency and Social Responsibility 2017Crisis Management Strategies and the Long-Term Effects of Product Recalls on Firm Value 2020Reflective Model of Brand Awareness on Repurchase Intention and Customer Satisfaction 2019Measuring the critical effect of marketing mix on customer loyalty through customer satisfaction in food and beverage products 2008Strategic choice during economic crisis: Domestic market position, organizational capabilities and export flexibility 2010The value of celebrity endorsements: A stock market perspective

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.