The Influence Of Store Atmosphere, Service Quality And Price On Consumer Repurchase Interest In The Indonesian Ice Tea Shop, Nginden Semolowaru Branch In Surabaya

¹Alan Abdulloh Aziz, ²Dr.Sandra Oktaviana Pinaraswati

Abstract

This study aims to analyze the effect of repurchase intention on store atmosphere, service quality, and price. Repurchase interest is an important indicator that reflects consumer satisfaction and brand loyalty. An attractive and comfortable store atmosphere can create a positive shopping experience, while good service quality plays a role in building a strong relationship between customers and the company. In addition, competitive prices are also a key factor influencing consumer purchasing decisions. The purpose of this study was to determine the effect of store atmosphere, service quality, price on repurchase interest in the Indonesian ice tea shop, Nginden Semolowaru Surabaya branch. The sample and population of this study were all customers of the Indonesian ice tea branch of nginden semolowaru Surabaya. using a population of 75 respondents who were taken using purposive sampling method. The data analysis technique used is validity and reliability test, classical assumption test, multiple linear regression, t test (partial), F test (simultaneous) and determinant coefficient test. The results of this study from the multiple regression analysis model, namely Y = (0.851) + 0.194 (X1) + 0.299 (X2) + 0.320 (X3) with a partial test of the three independent variables (store atmosphere, service quality, price) with a significance level of𝛼 <0.05, it can be concluded that it has a significant effect on repurchase interest