IMPACTS OF STORE ATMOSPHERE TOWARD CONSUMERS’ RE-PURCHASING INTENTION A SURVEY OF NAGA PASAR SWALAYAN JATIWARINGIN

Abstract

Modern retail business continues to expand in Indonesia is a very promising market. Start from middle-low class retail store until middle-high class retail store. The focus of the skripsi is about influences of Store Atmosphere to Consumers’ Re-Purchasing Intention in Naga Pasar Swalayan Jatiwaringin. In this research, the data were collected are primary data, collected through questionnaires from as many as 128 Naga Pasar Swalayan consumers, using direct personal investigation method. The questionnaire is using Likert Scale as its tools to measure the degree of agreement from the respondents. The data are processed through quantitative analysis. Quantitative analysis include validity and reliability test, classic assumption test and multiple regression analysis to conduct the hypothesis testing through F-test, t-test and coefficient of determination (R²). Results of the analysis found that 2 Store Atmosphere variables being measured in this research have significant influence towards Re-Purchasing Intention, that is Store Layout (X1) and Interior Display (X2).