THE EFFECT OF STORE IMAGE, PRODUCT SIGNATURE AND PRODUCT VARIATION TOWARD REPURCHASE INTENTION IN NIKI ECO STORE SEMARANG

Abstract

Toko Niki Eco in Kelengan Kecil No. 608-611 Semarang sells a wide range of snacks with excellent products made from cassava or cassava is processed into cassava chips with different flavors. Toko Niki Eco is having problems, where the volume of sales of various products offered in the store has decreased from 2011-2013. This indicates that the repurchase intention of low customer. Low repurchase intention in Toko Niki Eco allegedly motivated by store images that are less attractive customers, lack of product signature that is characteristic of the store and the low product variation. The formulation of the problem in this research is how the store manager Niki Eco efforts Semarang improve customer repurchase intention .

The data analysis technique used is multiple linear regression and goodness of fit test partial and simultaneous. Survey respondents amounted to 78 people. The results of data analysis using SPSS version 20, shows the first hypothesis, the second and third stated that the store image, signature product and product variation partially positive and significant effect on repurchase intention is acceptable, because the t value of each variable is 4.757, 4.345 and 3.083 > t table 1.99197. The fourth hypothesis which states that the store image, signature product and product variation simultaneously positive and significant effect on repurchase intention is acceptable, because the calculated F value 36.561 > than F table 2.73. The coefficient of determination for 0581 , meaning that a large variation in the consumer repurchase intention Toko Niki Eco Semarang which can be explained by the variation of the variable stores the image, signature product and product variation was 58.1 percent while the remaining 41.9 percent of the effect is influenced by other variables outside variation regression model .

Keywords : store image, product signature, product variation and repurchase intention