THE INFLUENCE OF STORE ATMOSPHERE, LOCATION, PRODUCT VARIETY, AND SERVICE QUALITY ON REPURCHASE INTENTION AT TOKOPI CARUBAN

Salma Auliya Putri Helmi, Rizal Ula Ananta Fauzi, Hendra Setiawan

Abstract


This study aims to examine the influence of store atmosphere, location, product variety, and service quality on repurchase intention at Tokopi Caruban. A quantitative research approach was employed using primary data collected through questionnaires from 385 consumers who had purchased products at Tokopi Caruban. The data were analyzed using multiple linear regression with IBM SPSS, supported by validity, reliability, and classical assumption tests. The results show that store atmosphere does not significantly affect repurchase intention (t = 0.712; p = 0.477), and location also has no significant effect (t = 0.368; p = 0.713). In contrast, product variety has a positive and significant effect (t = 32.116; p < 0.001), while service quality also has a positive and significant effect (t = 27.996; p < 0.001). Simultaneously, the four variables significantly affect repurchase intention (F = 4.306; p = 0.000), with an R² of 0.848. These findings indicate that product variety and service quality are the strongest individual factors influencing repurchase intention, while store atmosphere and location contribute as part of an integrated customer experience.


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