The Influence of Product, Price, Place, and Promotion on the Decision to Revisit Through Satisfaction as an Intervening Variable (Case Study: Atcafe Samali, South Jakarta)

Abstract

Atcafe Samali is experiencing a decline in sales, where the researcher assumes that there is an inconsistency in the marketing mix elements, namely Price, Place, and Promotion. This research has the following objectives: (1) To analyze the effect of Product on the Decision to Revisit Atcafe Samali; (2) To analyze the effect of Price on the Decision to Revisit Atcafe Samali; (3) To analyze the effect of Place on the Decision to Revisit Atcafe Samali; (4) To analyze the effect of Promotion on the Decision to Revisit Atcafe Samali; (5) To analyze the effect of Product on Customer Satisfaction at Atcafe Samali; (6) To determine if there is an effect of Price on Customer Satisfaction at Atcafe Samali; (7) To analyze the effect of Place on Customer Satisfaction at Atcafe Samali; (8) To analyze the effect of Promotion on Customer Satisfaction at Atcafe Samali; (9) To analyze the effect of Customer Satisfaction on the Decision to Revisit Atcafe Samali; (10) To analyze the effect of Product on the Repeat Visit Decision through Customer Satisfaction at Atcafe Samali; (11) To analyze the effect of Price on the Repeat Visit Decision through Customer Satisfaction at Atcafe Samali; (12) To analyze the effect of Place on the Repeat Visit Decision through Customer Satisfaction at Atcafe Samali; (13) To analyze the effect of Promotion on the Repeat Visit Decision through Customer Satisfaction at Atcafe Samali, in order to analyze the effect of Product, Price, Place, and Promotion on the Repeat Visit Decision through Customer Satisfaction at Atcafe Samali. This research uses purposive sampling and data processing using Smart SEM - PLS 4.0. The results of this study show that five hypotheses are accepted, and eight hypotheses are rejected.