INFLUENCE STORE ATMOPSHERE AND QUALITY OF SERVICE FOR CUSTOMER SATISFACTION THAT INFLUENCE REPURCHASE ITENTION IN BOUTIQUE MOUNIRA SEMARANG

Abstract

Mounira Boutique is one that provides Muslim fashion boutique in the city of Semarang. In order to retain customers in order to remain faithful to use a variety of products available at the shop, Mounira Boutique had problems, where the sale of various items of products offered in the Boutique Mounira has decreased during the last 4 years.Anticipated reduction in repurchase intention of the product range Boutique Mounira motivated by lower customer satisfaction on store atmosphere in the Boutique Mounira and bad quality of services rendered by employees Boutique Mounira to customers. The formulation of the problem in this research is how the manager of Boutique Mounira improve customer satisfaction with a positive impact on customer repurchase intention to products supplied by Mounira Boutique.

The population in this research are customers who make purchases directly in the Boutique Mounira totaling 360 people and the sampling technique used was simple random sampling, where the formula Slovin the sample in this research as many as 78 people. Analysis of the data used in this research is multiple linear regression method and a phase 2 test of goodness of fit, either partially or simultaneously. Results of hypothesis testing showed t value variable store atmosphere and quality of service respectively 3.504 and 7.293> t table 1.665151, the research hypothesis which states that the store atmosphere and service quality partially positive and significant impact on customer satisfaction can be accepted. F count 44.840 F count> F table 3.118642, then the hypothesis that store atmosphere and quality of service simultaneously positive and significant impact on customer satisfaction can be accepted. t value of customer satisfaction unstandardized predicted value of 7.779> t table 1.665151, then the hypothesis that customer satisfaction and significant positive effect on repurchase intention acceptable.

Keywords: store atmosphere, service quality, customer satisfaction and repurchase intention.