Electronic Journal of Education.
Social Economics and Technology Vol.
No.
2, .
, pp.
Article ID: 915 ISSN 2723-6250 .
DOI: https://doi.
org/10.
33122/ejeset.
Research Article The Influence of Product.
Location, and Store Atmosphere on Consumers Repurchase Intention at Sahaya Coffee Shop in Pontianak City Wiwinda*, and Neni Triana M Faculty of Economic and Business.
Universitas Muhammadiyah Pontianak.
Pontianak.
Indonesia, 78123 *Corresponding Author: wiwinda1199@gmail.
com | Phone: 62 857Ac3920Ac6084
ABSTRACT
This study aims to determine the influence of product, location, and store atmosphere on repurchase intention among customers of Coffee Shop Sahaya in Pontianak City.
The research employed an associative quantitative approach with a total of 100 respondents selected through purposive sampling.
Data were collected through questionnaires and analyzed using multiple linear regression, correlation coefficient, simultaneous F-test, and partial t-test.
The regression analysis results indicate the equation Y = 0.
234XCA 0.
378XCC 0.
339XCE with a correlation coefficient (R) of 0.
showing a strong relationship, while the coefficient of determination (RA) is 58.
9%, meaning that product, location, and store atmosphere variables affect repurchase intention by 58.
The F-test results show that product, location, and store atmosphere simultaneously influence repurchase intention.
The partial t-test also indicates that product, location, and store atmosphere have a significant effect on repurchase intention.
In conclusion, product, location, and store atmosphere make a real contribution to increasing customers repurchase intention.
This study recommends that the management of Coffee Shop Sahaya continue to improve product quality, choose strategic locations, and create a comfortable store atmosphere.
Future research is suggested to include additional variables to obtain more comprehensive results.
Keywords: Product.
Location.
Store Atmosphere.
Repurchase Intention
INTRODUCTION
In the current era of development, the growth of coffee shops in Indonesia has increased significantly.
The rising number of coffee shop outlets in Indonesia, along with the countryAos dominance in the modern coffee market in Southeast Asia, shows the rapid progress of the domestic coffee shop industry (Maulizar et al.
, 2.
This increasingly tight competition demands that every business actor must maximize their capabilities in order to compete in the market.
The presence of coffee shops reflects a modern lifestyle trend and consumer preferences in choosing beverages, food, and an atmosphere that supports social interaction (Rohali & Paludi, 2.
Sahaya Coffee is a coffee shop that emphasizes the experience of enjoying coffee in an atmosphere of gathering with friends.
In line with its name.
AuSahaya CoffeeAy derives from the word AuHamba Sahaya,Ay which means AuBudakAy or AuServant.
Ay In the daily language of Pontianak residents.
AuBudakAy means Aufriend.
Ay Therefore.
Sahaya Coffee is expected to be a space for social gathering with friends as well as a place for coffee education.
Many people today have become more selective in choosing a coffee shop just to enjoy a cup of quality coffee.
The increasingly fierce competition among coffee shops drives business actors to create uniqueness to have added value in the eyes of customers and to maintain loyalty and repurchase intentions (Fachresa & Fachri, 2.
It is not uncommon in Pontianak City to find many coffee shops offering different concepts and product uniqueness.
This must be taken into account by companies in creating coffee drinks that have good quality, appropriate prices, quality service, strategic location, a comfortable atmosphere, and an appealing background, all of which will have an impact on customer satisfaction.
Inside Sahaya Coffee, the interior is equipped with wooden furniture for both tables and chairs, which makes visitors feel more natural and calm, with the combination of wood and ceramic materials creating a safer and cooler cafe atmosphere.
At the front, there is a parking area and a space for relaxing.
For the color scheme and cafe design.
Sahaya Coffee has chosen a clean white theme.
The bar is visible because it is located in an air-conditioned room with transparent glass walls, so visitors can also see the coffee-making process firsthand.
Sahaya Coffee operates daily from 08:00 to 24:00.
ConsumersAo repurchase intention is an important indicator for assessing how far a business can meet customer expectations and maintain long-term relationships.
As Kotler & Keller .
state, the intention to repurchase arises when consumers feel satisfied and have confidence in the products and services provided, thus encouraging their decision to return in the future.
Page 1 of 8 Wiwinda & Triana M Electronic Journal of Education.
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Article ID: 915 To maintain repurchase intention, the quality of the products offered is one of the key factors that must be seriously Kotler & Armstrong .
define a product as a combination of goods and services offered to the target market to satisfy consumersAo needs and wants.
This is reinforced by Raniya et al.
, who state that the product aspect is not limited to finished goods but also includes variations, brands, packaging, sizes, and return services if the product does not meet customer expectations.
With the existence of repurchase intention, business actors can gain as much profit as possible (Pratiwi et al.
, 2.
Sahaya Coffee strives to apply this principle by offering a variety of coffee and non-coffee drinks made from quality ingredients, aiming to meet the increasingly diverse tastes of consumers.
Consistency in taste and presentation is expected to provide satisfaction and encourage customers to return.
Besides products, the choice of business location also has a significant impact on customersAo decisions to return.
An easily accessible location makes consumers feel more comfortable using the services provided.
Hurriyati .
0: 55Ae.
emphasizes that location selection is closely related to efforts to build positive interactions with customers through ease of access, surrounding environmental conditions, and visitor comfort.
Sahaya Coffee takes advantage of this by choosing a strategic location in the center of Pontianak City, equipped with ample parking space, making it easier for visitors to come alone or with friends.
This appropriate location choice also aligns with Sahaya CoffeeAos concept as a gathering place to foster social Another factor that also plays a role is the store atmosphere.
A well-designed atmosphere can influence the mood and perception of customers while enjoying coffee inside the cafe.
According to Kotler & Keller .
, store atmosphere includes how the physical environment is arranged to support services, covering interior design, space layout, lighting, and Cafe atmosphere refers to the ambiance created through the design, room layout, lighting, and interior within the cafe (Siswat et al.
, 2.
Sahaya Coffee emphasizes a warm atmosphere with the dominance of wood and ceramic materials to create a natural feel.
The clean and bright room colors are combined with a transparent glass-walled bar concept, allowing visitors to see the coffee-making process directly.
All these elements are designed to make customers feel comfortable, enjoy staying longer, and ultimately be encouraged to return.
Based on the background description above, the researcher is interested in conducting a study at Sahaya Coffee to analyze in more detail the influence of Product.
Location, and Store Atmosphere on ConsumersAo Repurchase Intention.
Sahaya Coffee functions as a coffee shop that sells both coffee and various non-coffee drinks with diverse variations, and has the ability to create a comfortable atmosphere that adds appeal for customers.
Therefore, the title chosen for this research is AuThe Influence of Product.
Location, and Store Atmosphere on Consumers Repurchase Intention at Sahaya Coffee Shop in Pontianak City.
RESEARCH METHOD
Type of Research This research is an associative study, which aims to examine the relationship and influence between two or more variables (Siregar, 2.
In this context, the study analyzes the effect of product, location, and store atmosphere on consumersAo repurchase intention at Coffee Shop Sahaya in Pontianak City.
Data Collection Technique Data collection combines primary and secondary data sources.
Primary data are obtained directly from the first source through observation, interviews, and questionnaires.
Observation is conducted to gain a direct overview of the store atmosphere, spatial layout, interior design, and cafy ambiance that may affect customer comfort.
Interviews are held with the owner of Coffee Shop Sahaya to obtain deeper insights into product strategy, business location, and service aspects.
Questionnaires are distributed to visitors of Coffee Shop Sahaya who have made purchases more than once.
The questionnaire is developed using a Likert scale to measure respondentsAo attitudes, perceptions, and evaluations (Siregar.
Secondary data are sourced from the cafyAos internal documents, such as menu lists, product pricing, and sales data.
Population and Sample The population in this study consists of all consumers of Coffee Shop Sahaya who have made purchases.
A population is defined as the entire group of objects possessing certain characteristics to be studied and concluded upon (Sugiyono, 2.
The sample size is determined using the Michel formula (Siregar, 2.
with a 90% confidence level and a 10% margin of The calculation results in a minimum sample size of 24 respondents.
however, to obtain more representative data, 100 respondents were involved.
The sampling technique used is purposive sampling, with the criteria that respondents must have purchased products at Coffee Shop Sahaya more than once (Siregar, 2.
Research Variables & Measurement Scale This study employs two types of variables: independent and dependent variables.
The independent variables are Product (X.
Location (X.
, and Store Atmosphere (X.
The dependent variable is Repurchase Intention (Y).
The questionnaire items are developed using a Likert Scale to measure respondentsAo attitudes, opinions, and perceptions with the following scoring guidelines (Siregar, 2.
Page 2 of 8 Wiwinda & Triana M Electronic Journal of Education.
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Article ID: 915 Data Analysis Technique The research instrument is tested for validity .
roduct moment correlation, valid if r calculated > r table.
Siregar, 2.
and reliability (CronbachAos Alpha, reliable if > 0.
Siregar, 2.
Prior to multiple linear regression analysis, classic assumption tests are performed: residual normality (Ghozali, 2.
, multicollinearity among independent variables (Ghozali, 2.
, and linearity of the relationship between variables (Siregar, 2.
The main analysis uses multiple linear regression to measure the effect of product, location, and store atmosphere on repurchase intention, supported by the calculation of correlation coefficient and coefficient of determination (Siregar, 2.
Significance testing is conducted using the F-test .
imultaneous effect.
Siregar, 2.
and t-test .
artial effect.
Siregar, 2.
RESULTS AND DISCUSSION
1 Test Research Instruments 1 Validity Test The results of the validity test of the variables of Product.
Location.
Store Atmosphere, and Repurchase Intention at Sahaya Coffee Shop can be seen in Table 1.
Variable Product (X.
Location (X.
Store Atmosphere (X.
Repurchase Intention (Y) Table 1.
Validity Test Results Indicator r value X1.
X1.
X1.
X1.
X1.
X1.
X1.
X1.
X1.
X1.
X2.
X2.
X2.
X2.
X2.
X2.
X2.
X2.
X2.
X2.
X3.
X3.
X3.
X3.
X3.
X3.
X3.
X3.
X3.
X3.
r table Description Valid Valid Valid Valid Source: Processed Data, 2025 The results of the validity test of the statements in the Product.
Location.
Store Atmosphere, and Repurchase Intention variables in Table 1 show that all statements are considered valid because the correlation value .
is greater than the r table with a significance level of 5%.
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Article ID: 915 2 Reliability Test The results of the item reliability test in the variables of Product.
Location.
Store Atmosphere, and Repurchase Intention can be seen in Table 2.
Table 2.
Reliability Test Results Variable CronbachAos Alpha Product (X.
Location (X.
Store Atmosphere (X.
Repurchase Intention (Y) Source: Processed Data, 2025 Description Reliable The reliability test results in the Table 2 show that Cronbach's alpha value is >0.
Therefore, it can be concluded that all items measuring the variables of product, location, store atmosphere, and repurchase intention in the questionnaire are 2 Classic Assumption Test 1 Normality Test The results of the normality test using Kolmogorov Smirnov can be seen in Table 3.
Table 3.
Normality Test Results Test N (Sampl.
Test Statistic Asymp.
Sig.
-taile.
Source: Processed Data, 2025 Value Based on Table 3 shows that the significance value is 0.
432, which is greater than 0.
Thus, it can be concluded that the tested data is normally distributed.
2 Linearity Test The results of the linearity test between the variables of product, location, store atmosphere, and repurchase intention can be seen in Table 4.
Table 4.
Result of Linearity Variable Deviation from Linearity Description Repurchase Intention * Product Linear Repurchase Intention * Location Repurchase Intention * Store Atmosphere Source: Processed Data, 2025 Based on the linearity test results in Table 4, the Deviation from Linearity value is > 0.
Therefore, it can be concluded that there is a significant linear relationship between the variables of product, location, and store atmosphere with the variable of repurchase intention.
3 Multicollinearity Test The results of the multicollinearity test can be seen in Table 5.
Table 5.
Multicollinearity Test Results Variable Product Location Store Atmosphere Dependent Variable: Repurchase Intention Source: Processed Data, 2025 Tolerance VIF Based on the results of multicollinearity test in Table 5.
Tolerance 0.
498 > 0.
10 and VIF 2.
016 < 10 are obtained, so it can be concluded that there is no multicollinearity in the regression model.
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Article ID: 915 3 Multiple Linear Regression Analysis The results of multiple linear regression analysis based on data processing using SPSS can be seen in Table 6.
Table 6.
Multiple Linear Regression Analysis Results Research Variable Coefficients (Constan.
Product Location Store Atmosphere Dependent Variable: Repurchase Intention Source: Processed Data, 2025 T Statistic Significance Value Based on Table 6, it can be seen that the regression equation obtained is:
Y = 0.
234 X1 0.
378 X2 0.
339 X3
The regression equation model that can be concluded from the test results in the form of a multiple linear regression equation is as follows:
The constant value () is 0.
218, meaning that if the product and price are equal to 0, the repurchase intention value is The regression coefficient for the product is 0.
234, meaning that if the product variable increases by one unit, the repurchase intention value will increase by 0.
234 units.
This indicates that the product variable contributes positively to the repurchase intention.
The regression coefficient value for location is 0.
378, meaning that if the location variable increases by one unit, the repurchase intention value will increase by 0.
378 units.
This indicates that the location variable contributes positively to the repurchase intention.
The regression coefficient value for store atmosphere is 0.
339, meaning that if the store atmosphere variable increases by one unit, the repurchase intention value will increase by 0.
339 units.
This indicates that the store atmosphere variable contributes positively to the repurchase intention.
4 Correlation Coefficient Analysis (R) The results of the correlation coefficient analysis can be seen in Table 7.
Table 7.
Coefficient Test Results (R) Model R Square Adjusted R Square Predictors: (Constan.
Store Atmosphere.
Location.
Product Dependent Variable: Repurchase Intention Source: Processed Data, 2025 Std.
Error of the Estimate Based on Table 7, it is known that R .
is obtained at 0.
This shows that the relationship between product, location, and store atmosphere on repurchase intention is 0.
This value is in the coefficient interval of 0.
799, which means that the relationship is considered strong.
5 Analysis of the Coefficient of Determination ycya The results of the coefficient of determination can be seen in Table 7.
The R Square in this study is 0.
589, which means that the variables of product, location, and store atmosphere contribute to influencing the repurchase intention at coffee shop in Pontianak City by 58.
9% .
589 x 100%), while the remaining 41.
1% is influenced by other variables or factors outside this study.
6 Simultaneous Test (F Tes.
The results obtained from the F test can be seen in Table 8.
Table 8.
Simultaneous Test Results (F Tes.
Model Sum of Squares Mean Square Regression Residual Dependent Variable: Repurchase Intention Predictors: (Constan.
Store Atmosphere.
Location.
Product Source: Processed Data, 2025 Page 5 of 8 Significance Wiwinda & Triana M Electronic Journal of Education.
Social Economic and Technology.
Vol.
No.
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, pp.
Article ID: 915 Based on the test results in Table 8, it can be seen that the calculated F value is 48.
The Ftable value is obtained using the formula df1 = k .
umber of variable.
Ae 1 and df2 = n .
umber of sample.
Ae k.
Thus, df1 = 3 Ae 1 = 2 and df2 = 100 Ae 3 = At a significance level of 0.
05, the F-table value is 3.
At a significance level of 0.
05, the F-table value is 3.
So it can be concluded that there is a significant simultaneous .
influence between the variables of product, location, and store atmosphere on repurchase intention in Pontianak City.
7 Partial Test .
Tes.
The results obtained from the partial test can be seen in Table 9.
Table 9.
Partial Test Results .
Tes.
Research Variable Coefficients (Constan.
Product Location Store Atmosphere Dependent Variable: Repurchase Intention Source: Processed Data, 2025.
t Statistic Significance Value Based on Table 9, by observing the t and sig columns, it can be explained that:
The product variable (X.
has a significant influence on Repurchase Intention.
With a significance value of 0.
00 < 0.
This is evident from the sig value being less than 0.
05, so Ha is accepted and Ho is rejected.
Therefore, it can be concluded that there is a significant partial influence between the product and repurchase intention.
The location variable (X.
has a significant influence on Repurchase Intention.
With a significance value of 0.
00 < 0.
This is evident from the sig value being less than 0.
05, so Ha is accepted and Ho is rejected.
Therefore, it can be concluded that there is a significant partial influence between location and repurchase intention.
The Store Atmosphere variable (X.
has a significant influence on Repurchase Intention.
With a significance value of 00 < 0.
05, this is evident from the sig value being less than 0.
Therefore.
Ha is accepted and Ho is rejected.
Thus, it can be concluded that there is a significant influence between store atmosphere and repurchase intention.
DISCUSSION
The Influence of Product on Repurchase Intention The results of this study indicate that the product variable has a significant influence on repurchase intention.
This finding is consistent with research by Mardiana & Sari .
Yuliana & Pratiwi .
, and Puspitasari et al.
, which state that product variety and quality have a positive and significant effect on customers repurchase intention.
This occurs because the more diverse the product choices offered, the greater the chance that consumers feel their needs are met.
addition, consistent product quality will create a positive experience.
Therefore, it can be understood that if Sahaya Coffee consistently maintains taste quality, menu variety, and provides exchange services when products do not meet expectations, this becomes a logical reason for customers to return.
The Influence of Location on Repurchase Intention The results of this study also show that location has a positive and significant influence on repurchase intention.
This is in line with the findings of Setyawan et al.
Mahadika et al.
, and Setyawa & Rinova .
, who emphasize that easily accessible locations have a positive and significant impact on customers repurchase intention.
Consumers will tend to choose coffee shops that are nearby, strategically located, easy to reach, and supported by adequate facilities.
Sahaya CoffeeAos location in the center of Pontianak City, with sufficient parking space, supports this condition, making location an important factor that encourages customers to come back.
The Influence of Store Atmosphere on Repurchase Intention Store atmosphere has also been proven to have a significant influence on repurchase intention.
This result is in line with the research of Leindarita & Andriansa .
Badriawan & Nona .
, and Martaputri et al.
, which show that store atmosphere has a positive and significant effect on customers repurchase intention.
A comfortable atmosphere, attractive layout, well-maintained cleanliness, and an interior design that supports a relaxing environment make customers feel at ease.
Sahaya Coffee highlights a warm atmosphere with the dominance of wooden furniture and a glass-walled bar area, which aligns with the emphasis that store atmosphere can influence visitorsAo positive emotions.
Thus, a supportive cafe atmosphere will create a pleasant experience that ultimately encourages the intention to return.
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, pp.
Article ID: 915
CONCLUSION
Based on the results of the research that has been conducted, the regression analysis obtained the equation Y = 0.
234XCA 0.
378XCC 0.
339XCE, with a correlation coefficient value of 0.
776, which indicates a strong relationship between product, location, and store atmosphere on repurchase intention.
The coefficient of determination of 58.
9% means that these three variables together influence repurchase intention, while the remaining percentage is affected by other factors outside this study.
The F-test and t-test also support that these three variables have a significant effect, both simultaneously and This finding confirms that the better the quality of the products offered, the more strategic the business location, and the more comfortable the store atmosphere, the higher the tendency for consumers to make repeat purchases.
As a suggestion, business owners are advised to update the menu more regularly to avoid monotony, utilize digital media for more attractive promotions, and continuously create a warm atmosphere in line with SahayaAos concept as a gathering place.
Future research is expected to add other variables beyond product, location, and atmosphere so that understanding of repurchase intention can become deeper and more relevant to market conditions that continue to change.
ACKNOWLEDGEMENTS
The authors gratefully acknowledge Coffee Shop Sahaya for their cooperation and access during this research.
Sincere thanks are also extended to all respondents for their valuable participation.
The authors further appreciate the constructive input and encouragement from supervisors and colleagues who contributed to the completion of this study.
REFERENCES