PENGARUH STORE ATMOSPHERE, PRODUCT DIVERSITY DAN SERVICE QUALITY TERHADAP REPURCHASE INTENTION DIMEDIASI CUSTOMER SATISFACTION DI MY SORELLA BOUTIQUE SEMARANG
Abstract
My Sorella Boutique Semarang, in its efforts to increase the number of consumers and its customers to make repeat purchases, has experienced various obstacles, which are shown by the decline in the sales volume of the various product items it sells. The decline
in customer repurchase intention is thought to be motivated by low customer satisfaction with the store atmosphere, product diversity and service quality provided by the boutique employees. The formulation of the problem in this research is how the management of My Sorella Boutique Semarang attempts to increase customer satisfaction which has a positive impact on repurchase intention. The aim of the research is to determine the impact of store
atmosphere, product diversity and service quality partially and simultaneously on customer satisfaction and partially on repurchase intention, determine the impact of customer satisfaction on repurchase intention and determine the role of customer satisfaction in mediating the impact of store atmosphere, product diversity and service quality partially on repurchase intention.
The population in this research were residents of the city of Semarang, the sampling technique used the Slovin formula so that the number of respondents was 99.99 or rounded up to 100 people. The data analysis technique used is multiple linear regression or Two
Stage Least Square (2SLS) and path analysis.
The research results show that store atmosphere, product diversity and service quality partially and simultaneously have a positive and significant impact on customer satisfaction, store atmosphere, product diversity and service quality partially have a positive and significant impact on repurchase intention, customer satisfaction has a
positive and significant impact on repurchase Intention and customer satisfaction do not partially mediate the impact of store atmosphere, product diversity and service quality on repurchase intention.
The management of My Sorella Boutique Semarang should try to improve the existing store atmosphere, because it has the biggest impact on customer satisfaction and repurchase intention, as well as continuing to increase product diversity and service quality.
Keywords : store atmosphere, product diversity, service quality, customer satisfaction and repurchase intention
in customer repurchase intention is thought to be motivated by low customer satisfaction with the store atmosphere, product diversity and service quality provided by the boutique employees. The formulation of the problem in this research is how the management of My Sorella Boutique Semarang attempts to increase customer satisfaction which has a positive impact on repurchase intention. The aim of the research is to determine the impact of store
atmosphere, product diversity and service quality partially and simultaneously on customer satisfaction and partially on repurchase intention, determine the impact of customer satisfaction on repurchase intention and determine the role of customer satisfaction in mediating the impact of store atmosphere, product diversity and service quality partially on repurchase intention.
The population in this research were residents of the city of Semarang, the sampling technique used the Slovin formula so that the number of respondents was 99.99 or rounded up to 100 people. The data analysis technique used is multiple linear regression or Two
Stage Least Square (2SLS) and path analysis.
The research results show that store atmosphere, product diversity and service quality partially and simultaneously have a positive and significant impact on customer satisfaction, store atmosphere, product diversity and service quality partially have a positive and significant impact on repurchase intention, customer satisfaction has a
positive and significant impact on repurchase Intention and customer satisfaction do not partially mediate the impact of store atmosphere, product diversity and service quality on repurchase intention.
The management of My Sorella Boutique Semarang should try to improve the existing store atmosphere, because it has the biggest impact on customer satisfaction and repurchase intention, as well as continuing to increase product diversity and service quality.
Keywords : store atmosphere, product diversity, service quality, customer satisfaction and repurchase intention
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