PENGARUH STORE ATMOSPHERE TERHADAP KEINGINAN UNTUK BELI KEMBALI DI TAMAN INDIE RESTO KOTA MALANG
ABSTRACT: This study aimed to
examine the effect of store atmosphere against the re-purchases intention at
Taman Indie Resto and to examine indicators of variable store atmosphere (Exterior,
General Interior, Store Layout and Interior Display) the dominant influence on
the re-purchases intention at Taman Indie Resto TownMalang. This study uses
primary data collected from questionnaires, the purchaser(buyer) at Taman Indie
Resto. The sampling technique in this research use accidental sampling, as many
as 130 people and using binomial logistic regressionanalysis. Based on data
analysis binomial regression which includes partial test, test simultaneously
and the suitability of the model in this study are: test based on partial
indicators that affect significantly partially on the re-purchases intention atTaman
Indie Resto, with indicators exterior, general interior, store layout andinterior
display significantly influence the re-purchases intention at Taman IndieResto.
Concurrent test shows that jointly indicators exterior, general interior, store
layout and interior displays significantly influence the re-purchases intention
at Taman Indie Resto. Indicators of the most dominant influence on the
re-purchases intention is the general interior. Test the feasibility of the
model shows that the -2log likelihood with the independent variables indicate
that the addition of independent variables in the regression model is better
than the absence ofindependent variables so that the model used is feasible.
Keyword: store atmosphere,
re-purchases intention, binomial regression
Penulis: Ratna Kurniawati
Kode Jurnal: jpmanajemendd151590
