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The purpose of this study is to find out the influence of product quality, perceived value, price fairness, Electronic Word of Mouth (EWOM) and satisfaction towards repurchase intention at Xing Fu Tang. This study uses quantitative method with 7-point Likert-scale with 1 represent strongly disagree and 7 represent strongly agree. Questionnaires were spread online and collected 303 sample size using purposive sampling method. The respondents are people who had tasted Xing Fu Tang and lived in Greater Jakarta, Indonesia. The findings indicate that product quality, perceived value, price fairness, and EWOM positively influence satisfaction and satisfaction positively influence repurchase intention, while EWOM does not influence repurchase intention. This study’s dimensions are adapted from various previous study and come from various countries and industries to create new finding in food beverage industry mainly bubble drink seller especially Xing Fu Tang. The findings suggest that Xing Fu Tang pay more attention to the product quality.    Abstrak: Tujuan dari penelitian ini adalah untuk mengetahui pengaruh kualitas produk, nilai yang dirasakan, kewajaran harga, Electronic Word of Mouth (EWOM) dan kepuasan terhadap niat beli ulang pada Xing Fu Tang. Penelitian ini menggunakan metode kuantitatif dengan skala Likert 7 poin dengan 1 mewakili sangat tidak setuju dan 7 mewakili sangat setuju. Kuesioner disebarkan secara online dan dikumpulkan sebanyak 303 sampel dengan metode purposive sampling. Respondennya adalah orang-orang yang pernah mencicipi Xing Fu Tang dan tinggal di Jabodetabek, Indonesia. Hasil penelitian menunjukkan bahwa kualitas produk, nilai yang dirasakan, kewajaran harga, dan EWOM berpengaruh positif terhadap kepuasan dan kepuasan secara positif mempengaruhi niat pembelian ulang, sedangkan EWOM tidak mempengaruhi niat pembelian ulang. Dimensi penelitian ini diadaptasi dari berbagai penelitian sebelumnya dan berasal dari berbagai negara dan industri untuk menciptakan temuan baru dalam industri makanan minuman terutama penjual bubble drink khususnya Xing Fu Tang. Temuan menunjukkan bahwa Xing Fu Tang lebih memperhatikan kualitas produk.

THE INFLUENCE OF PRODUCT QUALITY, PERCEIVED VALUE, PRICE FAIRNESS, EWOM, AND SATISFACTION TOWARDS REPURCHASE INTENTION AT XING FU TANG