Analysis Of Factors Determining Repurchase Intention Of Electric Cart Coffee Beverages Using The Theory Of Planned Behavior Approach

This study examines factors influencing repurchase intention of electric cart coffee beverages using the Theory of Planned Behavior (TPB). A survey of 230 university students in Yogyakarta was conducted and analyzed using SEM-PLS. Results show that perceived quality and price significantly affect attitude, subjective norms, and perceived behavioral control. Attitude, subjective norms, and perceived behavioral control significantly influence repurchase intention. Perceived quality has a direct significant effect, while price does not. These findings underscore the importance of quality and psychological drivers in forming repurchase intention in the mobile coffee context. Keywords: Theory of Planned Behavior, Perceived Quality, Price, Attitude, Subjective Norms, Perceived Behavioral Control, Repurchase Intention, Electric Cart Coffee