PENGARUH STORE ATMOSPHERE, FASILITAS PERSEPSI HARGA DAN KUALITAS PELAYANAN TERHADAP MINAT BERKUNJUNG KEMBALI DI RUMAH COKLAT BODAG KABUPATEN MADIUN

Zahra Shoffin Choiru Ni’am, Hari Purwanto, Dian Citaningtyas Ari Kadi

Abstract


This study aims to determine the effect of Store Atmosphere, Facilities, Perceived Price and Quality of Service on Interest in Returning at the Bodag Chocolate House, Madiun Regency. This study uses a quantitative research method. The population of this study is the Madiun people who have an interest in returning whose population is not known, the sample is tourists who visited the Bodag Chocolate House in Madiun Regency as many as 384 people through a questionnaire/questionnaire. The data collection technique for this research used a purposive sampling technique. The research data analysis method uses Multiple Linear Regression analysis using the SPSS program. Data analysis was carried out using the Classical Assumption Test, Multiple Linear Test, t-test, F-test. The results of this study prove that 1) Store Atmosphere has a positive and significant effect on the intention to return to the Bodag Chocolate House, Madiun Regency. 2) Facilities have a positive and significant effect on the intention to return to the Bodag Chocolate House, Madiun Regency. 3) Price perception has a positive and significant effect on the intention to return to the Bodag Chocolate House, Madiun Regency. 4) Simultaneously the variable store atmosphere, facilities, price perceptions, and service quality have a significant effect on the intention to return to the Bodag Chocolate House, Madiun Regency

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