Graph 1.1 shows Kafe Braud's sales data for the period from January 2023 to March 2024. In general, sales fluctuate significantly during this period. At the beginning of 2023, sales were at a fairly stable level. Sales continued to increase until they peaked in May and June 2023, before starting to experience a slight decline that continued into September 2023.

Factors such as product quality, service quality, price perception, promotion, and location have been shown to affect customer satisfaction and repurchase intent in various studies. However, a deeper understanding of how customer satisfaction can moderate these relationships in the local café industry still needs to be further researched to provide more specific and applicable insights for businesses in this sector.

Several other studies have also highlighted the importance of customer satisfaction as a variable that mediates the relationship between the marketing mix and repurchase intent. Research by Dhita, Sylvia, Mukson, and Agus Setiadi (2022) found that elements of the marketing mix, such as product quality and price perception, have a significant effect on consumer satisfaction and loyalty of the quality of espresso coffee processed products in Semarang City.

The Stimulus-Organism-Response (S-O-R) theory was first developed in the field of behavioral psychology by Robert S. Woodworth in 1929. Woodworth introduced this model as an extension of the classic Stimulus-Response (S-R) theory previously introduced by behaviorists such as John B. Watson and Ivan Pavlov. In the S-R model, a person's response is considered to be a direct result of an external stimulus without considering the individual's internal factors.

In the context of marketing and consumer behavior, S-O-R theory is often used to explain how external elements such as the retail environment, product design, or promotion (S) can affect the emotions and perceptions of individuals (O), which ultimately determine purchasing decisions or other behaviors (R). This model is also often used in digital marketing studies and customer experiences to understand how interactions between brands and consumers can shape their decisions.

Stimulus (S): Refers to external stimuli that affect an individual, such as the physical environment of a store, advertising, or product reviews. For example, in a study by Yaqub et al. (2023), marketing through social media influencers and electronic word of mouth (eWOM) was considered a Stimulus that influences brand awareness and consumer purchasing decisions.

Organism (O): Refers to the internal processes of an individual, including emotions, perceptions, and other psychological conditions mediated by the Stimulus. For example, in the same study, brand awareness served as an organism that mediated the relationship between Stimulus (influencer marketing and eWOM) and response (purchase decision).

Response (R): It is an outcome or action taken by an individual in response to the stimulus and internal processes. In the context of research by Yaqub et al. (2023), this response is manifested in the form of consumer purchasing decisions after exposure to influencer marketing and eWOM, which is mediated by brand awareness.

By understanding each component in the S-O-R model, marketers can design more effective strategies to influence consumer behavior, taking into account how external stimuli affect internal processes and ultimately determine consumer responses.

The concept of the 4P marketing mix was first introduced by Jerome McCarthy in 1960 in his book Basic Marketing: A Managerial Approach. McCarthy is an economist and marketing expert from the United States who developed this concept to help companies design more systematic and effective marketing strategies.

The 4P concept includes Product , Price , Place , and Promotion as the four main elements in a marketing strategy. This model was later popularized and expanded by Philip Kotler, a leading marketing expert, through his various books, including Marketing Management. Kotler developed this theory by providing deeper insights into how companies can optimize each element of the 4Ps to achieve marketing success.

Along with the times, the 4P model has undergone various adaptations and developments. One of them is the 7P model, which was introduced in the context of service marketing, by adding People , Process , and Physical Evidence as additional elements to reflect more complex aspects of the service.

Product quality is also something that can be offered to the market so that it can be searched for, requested, bought, used and consumed by consumers. Product quality is a need or request for service, classified as physical evidence, real estate, collections, people, events, thoughts, knowledge, expertise, from promotions provided by the company.

Indicators include Oth et al. (2009) in Wijaya (2017):

Food freshness is usually interpreted as the statement that food remains fresh, which can be associated with the texture, taste, and aroma of the food.

Food serving is a way to present food to consumers so that it can be enjoyed as a whole. This presentation involves the appropriate arrangement of the composition and the interesting play of colors, so as to increase the appetite of customers.

The food that will be served or served to consumers must be cooked properly and processed hygienically. This aims to make food safe to consume and provide a pleasant dining experience.

The diversity of food in the restaurant reflects the wide variety of menus offered. A wide range of food options allows consumers to choose according to their tastes and preferences, thereby increasing customer satisfaction.

According to Kotler and Keller (2016, p. 284), there are five main indicators in assessing service quality, namely:

Reliability reflects a company's ability to deliver services that are in line with promises, trustworthy, accurate, and consistent.

Responsiveness refers to the company's ability to provide services quickly and effectively listen to and address customer complaints.

Assurance relates to the level of competence, politeness, and credibility of employees in providing services, which builds customer trust in the company.

Empathy reflects the service provider's sincere and personal concern for the customer, including an understanding of their needs and wants.

The tangible aspect includes the physical appearance of facilities, equipment, and equipment used in providing services to customers.

Price perception is how much the tariff to be given to customers for goods or services, the whole number has been exchanged by the customer from the quality of the product or service itself.

The indicators of price perception from the consumer's perspective are as follows (Kotler and Amstrong, 2016):

Promotion is an effort to inform or offer the quality of products or services with the aim of attracting potential consumers to buy or consume them. With the promotion of producers or distributors, they expect an increase in sales figures (Barcelona et al., 2019).

The indicator according to (Buchari Alma 2016,179) says that:

Advertising is all forms of non-personal presentation in the form of promotion of ideas, promotions of goods or services that require certain costs carried out by clear sponsors.

Selling Individual sales are a form of verbal achievement with one or more potential buyers with the aim of making a sale, in the presentation there is direct interaction between the seller and the prospective buyer.

Sales promotion is a short-term incentive program to encourage the desire to try or buy a product, service, or goods faster or larger by customers.

Direct marketing is an interactive marketing system that uses one or more advertising mediums to generate a wide variety of measurable responses and transactions on a location.

Then, according to Tjiptono, the location is the physical structure of the store as the main component that can be seen physically to the impression of the store that is carried out in placing takes and activities in providing service channels needed by consumers (Tanjung, 2021).

According to Senggetang et al (2019:882) the location indicators are as follows:

Repurchase intention is the next stage of evaluation of the quality of the product or service that has been used by consumers that can influence the purchase decision. There are two factors, namely the attitude of others and Unexpected situational factors.

The attitude of others is the input and suggestions given from other parties that can influence consumer purchase decisions. The other person is considered an important person and a close person

Unexpected situational factors or unpredictable or unforeseen circumstances. When consumers want to use a product or service quality, it is supported based on income, price perception, and the expected benefits of product quality.

According to the opinions of the experts above, it can be concluded that customer satisfaction is a person's feeling of happiness or disappointment arising from the fulfillment of customer needs and desires.

The following are the indicators of customer satisfaction according to (Nasruddin & Nurchayati, 2019):

Customers feel satisfied if they buy and use the quality of the product/service turns out to have the desired quality.

For customers who are sensitive, the perception of low prices is an important source of satisfaction because they will get a high value of money. For customers who are not sensitive to price perception, the price perception component is relatively not very important to them.

Employees give their best performance to meet customer satisfaction.

Pride, confidence, symbols of success, part of an important group and so on are examples of the emotions that underlie customer satisfaction.

Customers will be more satisfied if it is relatively cheap, easy, comfortable, and efficient in getting quality products or services.

This study uses a quantitative approach in the form of causal associations (cause and effect) with the aim of determining the relationship between the influence of two or more variables (Yani Balaka & Abyan, 2022). The data collection method in this study uses a survey approach, namely the collection and assessment of respondents from variables through questionnaires. The questionnaire consists of open-ended questions regarding identity and closed- ended questions that have been provided that will be measured using the Likert scale. The questionnaire will be given directly to respondents. The instrument was then tested with validity tests, reliability tests, and classical assumption tests. The data were used based on population and sampling using the nonprobability sampling method, using the purposive sampling technique.

This research was conducted at the Braud Cafe located on Jl. Mertanadi No.62, Kerobokan Kelod, North Kuta District, Badung Regency, Bali 80361. This aims to get information directly from the customers after they make a visit.

The object of this research is the behavior of Kafe Braud customers, especially related to the intention to buy again after evaluating product quality, service quality, price perception, promotion and location. This study will measure how product quality, price perception, venue, promotion, people, process, and physical evidence affect repurchase intent. Based on the calculation of the sample, the number of samples needed is 96 respondents which are rounded to 100 respondents.

The population in this study is all customers of Cafe Braud who have made purchases and have had direct experience at the cafe.

The data is measured numerically and analyzed using statistical methods, such as mean values, regression, and moderation tests.

Supporting data is a description of customer experience collected through open- ended questions on questionnaires.

Descriptive analysis was carried out to describe the research data based on the minimum, maximum, average, and standard values of variable deviation. Here are the results:

Based on the results of the descriptive analysis, all variables in the study showed a mean value higher than the standard deviation, indicating a good data trend. Of the 100 respondents, product quality had an average score of 15.90 (SD=2,120), service quality 19.40 (SD=3,146), price perception 12.24 (SD=1,498), promotion

10.98 (SD=2,160), and place 16.37 (SD=4,532). Customer satisfaction averaged

16.34 (SD=2,927), while repurchase intent averaged 12.75 (SD=3,283). In general, the data showed a fairly stable distribution, although some variables such as place and repurchase intent had a larger score spread than others.

The test results presented in the table show the value of asymp. Sig. (2- tailed) by 0.200. This number, which exceeds 0.05, forms the basis for the conclusion that the residual data in the regression model has met the assumption of normality.

To detect heteroscedasticity, it can be done through a geltser test. If the significance value is greater than 0.05, then the conclusion is that heteroscedasticity does not occur, and vice versa.

Based on the above results, it can be seen that all variables have a Sig. value of > 0.05, so it can be concluded that heteroscedasticity does not occur.