Pengaruh Brand Image, Word of Mouth, dan Emotional Attachment Terhadap Minat Beli Ulang Kopi Tuku SPBU BP Gubeng Surabaya

الملخص

The growth of the coffee shop industry in Surabaya has created intense competition, shifting consumer behavior from functional needs to experience and social-driven goods. This study aims to determine and analyze the simultaneous and partial effects of Brand Image, Word of Mouth (WOM), and Emotional Attachment on Repurchase Intention of Kopi Tuku at SPBU BP Gubeng, Surabaya. This research uses an associative quantitative approach with a sample size of 154 respondents selected via purposive sampling criteria. Data analysis was conducted using Multiple Linear Regression analysis via SPSS 25. The results of the simultaneous test (F-test) show that Brand Image, Word of Mouth, and Emotional Attachment simultaneously have a positive and significant effect on Repurchase Intention. Partially (t-test), Word of Mouth and Emotional Attachment have a positive and significant effect on Repurchase Intention. However, Brand Image does not have a significant effect on Repurchase Intention. Emotional Attachment is identified as the most dominant variable influencing consumer repurchase behavior.