PENGARUH KONSEP GRAB AND GO TERHADAP NIAT PEMBELIAN ULANG KONSUMEN KEDAI KOPI JANJI JIWA DI BEKASI SELATAN

Abstract

The current coffee-drinking culture has become a new trend among various segments of society. The increasing demand for coffee has led to the emergence of various brands, cafes, and coffee shops in major cities. This has prompted the rapid development of the Grab and Go concept, especially in metropolitan areas. One prominent example of a coffee shop implementing this concept is Janji Jiwa, which holds the highest number of coffee shop franchises in Indonesia. According to the Theory of Reasoned Action, the factors influencing repurchase intention are attitude and subjective norms. Attitude is influenced by knowledge, while subjective norms are influenced by word of mouth. The researchers also incorporated variables such as advertising and lifestyle, both of which play a significant role in influencing an individual's repurchase intention. The sample selection was purposive, targeting consumers aged 17 and above who have made at least one purchase using the Grab and Go concept at Janji Jiwa Coffee Shop in South Bekasi. Data analysis was conducted using Structural Equation Modeling (SEM) - Partial Least Square (PLS) with SmartPLS 4.0 software.

Keywords: Coffee, Grab and Go, Janji Jiwa, Theory Reasoned Action, SEM-PLS