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PENGARUH KUALITAS PELAYANAN DAN STORE ATMOSPHERE TERHADAP NIAT BELI ULANG (Studi kasus pada Toko OB. Second Cirebon)

Year: 2025

Type: article

Abstract: This study aims to explore the influence of service quality and store atmosphere on customers' repurchase intention at OB.Second thrift store in Cirebon. In the rapidly growing digital era, where fashion trends change quickly, aesthetic aspects and shopping experience are key factors in the decision to repurchase. This study examines the effects of service quality and store atmosphere on repurchase intention using the Theory of Planned Behavior, Expectation Confirmation Theory, and Stimulus-Organism-Response (SOR) Model. Direct observation and a quantitative approach using questionnaires are the research methods used. The results show that repurchase intention is positively and significantly impacted by both store atmosphere and service quality. Improving customer satisfaction and creating a cozier retail environment can boost repeat business and future sales.

Source: Jurnal Riset Multidisiplin Edukasi

DOI: 10.71282/jurmie.v2i7.759

Authors: Muhammad Fauzan, Pebi Kurniawan, Ali Jufri

Institution: Universitas Muhammadiyah Cirebon

Language: English

Topic: Consumer Retail Behavior Studies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4412674906

FWCI:

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