PENGARUH STORE ATMOSPHERE, VARIASI PRODUK, DAN HARGA TERHADAP REPURCHASE INTENTION PADA ECONOMIE RESTO MERR SURABAYA

Abstract

The research aimed to examine and analyze the effect of store atmosphere, product variety, and price on the repurchase intention. The research object was consumers of Economie Resto, Merr Surabaya which was located at Jl. Dr. Ir. H. Soekarno no. 487 Surabaya. The research was quantitative research. Moreover, the data collection technique used a convenience sampling/accidental sampling system. it meant, the respondents' selection was based on the researcher's need in the correct place and time. Furthermore, the data were taken from questionnaires which were distributed to respondents. in line with, there were 130 respondents who bought products of Economie Resto, Merr Surabaya as the sample. additionally, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution) 22.0. The research result concluded that store atmosphere, product variety, and price had a positive and significant effect on the repurchase intention of Economie Resto, Merr Surabaya.
Keywords : store atmosphere, product variety, price, and repurchase intention.