The object of this research took place in Rumah Kopi Ranin, a coffee shop in Bogor town with a unique atmosphere concept as one of their strategies in marketing of Indonesian’s specialty coffee and to welfare the Indonesian coffee farmers. This research was conducted to 166 patrons of Rumah Kopi Ranin by convenience sampling method. The data is processed by using a statistical method called PLS (Partial Least Squares) to test the hypothesis of the variables’ influences such as atmospherics stimuli factors (exterior, layout, interior, sound, scent, temperature and human variables), emotions (Pleasure, Arousal, Dominance), and the repeat-purchase decisions. Findings indicate that interior and consumers’ emotions influences consumer’s positive affect on repurchase decisions, especially the interior. While the human variable have a positive influence on consumers’ emotions, which means patrons view the positive emotions from the atmosphere is very important in determining their repeat purchase decisions.
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