PENGARUH STORE ATMOSPHERE, VARIASI PRODUK DAN HARGA TERHADAP MINAT BELI ULANG LAWSON DIENG MALANG (STUDI PADA PELANGGAN LAWSON DIENG MALANG)

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ABSTRAK

      Penelitian ini bermaksud untuk menguji dan menganalisis pengaruh store atmosphere, variasi produk dan harga terhadap minat beli ulang Lawson Dieng Malang. Jenis penelitian ini menggunakan metode penelitian kuantitaf. Teknik pengumpulan data menggunakan metode non probability sampling, dengan teknik purposive sampling dengan sampel sebanyak

 

 

 

 

 

 

Kata Kunci : Store Atmosphere, Variasi Produk, Harga, Minat Beli Ulang

 

ABSTRACT

 

            This study aims to test and analyze the effect of store atmosphere, product variety and price. atmosphere, product variety and price on repurchase interest Lawson Dieng Malang. This type of research uses quantitative research methods. Data collection techniques using non probability sampling method, with purposive sampling technique with a sample of 80 respondents. The results showed that Store Atmosphere (X1) has a positive and significant effect on Repurchase Interest (Y) with a test value of t count> t table (2.027> 1.991), Product variety (X2) has a positive and significant effect on Repurchase Interest with a test value of t count> t table (3.561> 1.991) and Price (X3) has a positive and significant effect on repurchase interest with a test value of t count> t table (4.516> 1.991). Simultaneously Store Atmosphere, Product Variety, and Price affect Repurchase Interest with the test value f count> F table (55.638> 2.72) and value. F > 0,005 (0,000 < 0,50).

Keywords: Store Atmosphere, Product Variety, Price, Repurchase Interest