Handayani, Sri (2026) The Effects of Marketing Mix On Repurchase Intention and Electronic Word of Mouth As a Mediating Variable: A Study of Kopi Tuku JABODETABEK Consumers. Masters thesis, IPMI Institute.

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Abstract

The Indonesian coffee industry has experienced rapidly grown over the last decade, evolving from a mere beverage commodity to a key element of urban lifestyle. Kopi Tuku, established in 2015, has gained popularity due to its affordability and quality. However, as it expands its outlets amidst changing consumer preferences and increasing competition, perceptions of its value may vary. This study examines therapid growth of Kopi Tuku in Indonesia over the past decade. Kopi Tuku was founded in 2015 by Andanu Prasetya in the Cipete area of South Jakarta. This study examines the influence of the services marketing mix: price, place, people, and physical evidence on repurchase intention among Kopi Tuku consumers in JABODETABEK, both directly and through the mediating role of electronic word of mouth (E-WOM). Founded in 2015 with a simple takeaway concept and its iconic Es Kopi Susu Tetangga, Kopi Tuku transformed Indonesian urban coffee culture; however, aggressive expansion by competing chains now challenges its customer retention. Grounded in marketing mix theory (Kotler & Armstrong, 2018), E-WOM theory (Hennig-Thurau et al., 2004), and repurchase intention theory (Hellier et al., 2003), this quantitative study evaluated responses from 132 valid participants using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4. Statistical results reveal that price ($\beta = 0.327; p = 0.002$) and place ($\beta = 0.309; p = 0.003$) significantly drive E-WOM, while physical evidence ($\beta = 0.230; p = 0.004$) and E-WOM ($\beta = 0.395; p = 0.000$) exert significant direct positive impacts on repurchase intention. Furthermore, E-WOM fully mediates the relationships between price ($\beta = 0.129; p = 0.013$) as well as place ($\beta = 0.122; p = 0.007$) and repurchase intention, whereas the people construct shows no statistically significant effect. It is concluded that competitive pricing and location convenience do not directly retain repeat customers, but instead operate by triggering positive digital word-of-mouth recommendations, whereas a physical store environment directly drives customer retention.

Keywords : coffee shop industry, branding strategy, marketing strategy, affordable coffee, Customer Satisfaction.

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Thesis > Master of Business Administration
Depositing User:	sandra margaretha
Date Deposited:	28 Sep 2026 02:34
Last Modified:	28 Sep 2026 02:34
URI:	http://repository.ipmi.ac.id/id/eprint/3031

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