E-Word of Mouth, Perceived Service Quality, dan Repurchase Intention Konsumen Mixue: Lifestyle sebagai Pemoderasi

The purpose of this study was to analyze the effect e-word mouth and perceived service quality on repurchase intention with lifestyle as a moderating variable. Acquisition respondents many 300 people who are customers Mixue. sampling technique is purposive which determines criteria for 10-25 years old have purchased Mixue products more than 1 time. data processing method uses help SmartPLS 4 SEM software. results showed that mouth, quality, had positive significant intention, but not able moderate also unable intentions. This research con-cludes owner Indonesia franchise needs create things can support fulfilling consumer lifestyles, especially generation Z. In addition, use social media in activities be increased an effort attract interest. As it still improved.