PENGARUH STORE ATMOSPHERE TERHADAP NIAT BELI ULANG KONSUMEN PADA TOKO BUKU GRAMEDIA PONTIANAK

Abstract

The objective of this study is to analyze and explain the effect of Store Atmosphere toward repurchase intention. The study was designed as an explanatory research, which aims to explain the effect of a causal relationship between these variables. Quantitative data collection survey techniques. A sampling technique that accidental sampling Populations in this study is the buyers at Pontianak Gramedia bookstore with a sample size of 100 people. The analysis technique used is multiple linear regression analysis using SPSS version 20.0. Based on the due diligence performed models showed the model in this study deserves to dilakukn testing, results showed that 1) Visual Communications has significant toward repurchase intention. 2) Lighting has significant toward repurchase intention. 3) Color do not have significant toward repurchase intention. 4) Music has significant toward repurchase intention. 5) Scent do not have significant toward repurchase intention.

Keywords: Visual Communications, Lighting, colors, music, scents and repurchase intention