Pengaruh Store Atmosfere, Variasi Produk, dan Kualitas Pelayanan terhadap Minat Beli Ulang di Toko Abadi Exclusive Bireuen

Munadya Yumna; Mai Simahatie; Sri Yanna

doi:10.61132/maeswara.v4i4.2718

Authors

Munadya Yumna Universitas Islam Kebangsaan Indonesia Bireuen
Mai Simahatie Universitas Islam Kebangsaan Indonesia Bireuen
Sri Yanna Universitas Islam Kebangsaan Indonesia Bireuen

DOI:

https://doi.org/10.61132/maeswara.v4i4.2718

Keywords:

Product Variety, Repurchase Interest, Retail Stores, Service Quality, Store Atmosphere

Abstract

This study aims to determine and analyze the influence of Store Atmosphere, Product Variety, and Service Quality on Repurchase Intention at Abadi Exclusive Store Bireuen. The research was conducted at Abadi Exclusive Store located in Bireuen Regency, Aceh Province. The population of this study consists of all customers of Abadi Exclusive Store, with a sample size of 108 respondents. The method used is a quantitative approach with Multiple Linear Regression analysis assisted by SPSS 25.0 software. The results of the study partially indicate that the Store Atmosphere variable (X1) does not have a significant effect on Repurchase Intention, with a significance value of 0.269 > 0.05. Furthermore, the Product Variety variable (X2) has a positive and significant effect on Repurchase Intention, with a significance value of 0.000 < 0.05. Meanwhile, the Service Quality variable (X3) also shows no significant effect partially, with a significance value of 0.166 > 0.05. Simultaneously, the results show that Store Atmosphere, Product Variety, and Service Quality have a significant effect on Repurchase Intention with an Fcount > Ftable (103.978 > 2.69) and a significance value of 0.000 < 0.05. The correlation coefficient R value of 0.866 indicates a very strong relationship between the independent and dependent variables. The Adjusted R Square value is 0.743, indicating that the contribution of Store Atmosphere, Product Variety, and Service Quality to Repurchase Intention is 74.3%, while the remaining 25.7% is explained by other variables outside this study.

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