PENGARUH SUASANA TOKO DAN KUALITAS PELAYANAN TERHADAP MINAT BELI ULANG KONSUMEN PADA TOKO LINA DI KUALA KAPUAS

Abstract

In this study, repurchase interest refers to an interest in repurchasing at a later date. Previous research has shown that store atmosphere and service quality have an impact on consumer repurchase interest. The purpose of this study was to (1) examine the effect of store atmosphere on repurchase interest and (2) examine the effect of service quality on repurchase interest.

This is a causal study using a quantitative method. The population size in this study is unknown. Purposive and accidental sampling were used to determine sample size in this study, with up to 50 respondents selected using the Roscoe formula. Data collected via questionnaires was analyzed using multiple linear regression techniques.

The findings of this study indicate the following: (1) The atmosphere of the store has a positive and significant effect on repurchase interest, and (2) the quality of service has a positive and significant effect on repurchase interest.