The Effect of Store Atmosphere, Promotion, and Retail Service on Customer Satisfaction and Repurchase Intention

Adam Hermawan ,Ni Nyoman Kerti Yasa

doi:10.7176/ejbm/13-8-14

Abstract

The purpose of this study was to examine the effect of store atmosphere, promotion, and retail service on customer satisfaction and repurchase intention, we also investigate the effect of customer satisfaction on Indomaret customer repurchase intention in Denpasar City. The population in this study were all Indomaret customers in Denpasar City, whose numbers cannot be stated or counted with certainty (infinite). Determination of the sample in this study using purposive sampling technique. The sample set in this study were 105 respondents. Data analysis in this study used path analysis with the Partial Least Square (PLS) approach. The results showed that store atmosphere, promotion, and retail service had a positive and significant effect on customer satisfaction and repurchase intention, and customer satisfaction also had a positive and significant effect on repurchase intention. Keywords : store atmosphere, promotion, retail service, satisfaction, repurchase intention DOI: 10.7176/EJBM/13-8-14 Publication date: April 30 th 2021

Highlights

The development of the retail business in Indonesia in the last few years is considered quite fast, due to the changing shopping patterns of Indonesians who prefer shopping in modern retail compared to traditional markets.The well-known retail stores that are widely scattered throughout Indonesia are Indomaret and Alfamart
Based on the background and existing empirical studies, this study aims to examine and explain the influence of store atmosphere, promotions, and retail services on customer satisfaction and repurchase intention at Indomaret in Denpasar City
Suggestions that can be given are based on the research results, namely to improve the perception of store atmosphere in customers, so Indomaret should be able to play comfortable music for its customers when shopping at Indomaret

Summary

Introduction

The development of the retail business in Indonesia in the last few years is considered quite fast, due to the changing shopping patterns of Indonesians who prefer shopping in modern retail compared to traditional markets. The well-known retail stores that are widely scattered throughout Indonesia are Indomaret and Alfamart. Top Brand Award Minimarket Data Brand TBI (2016) (2017) (2018) (2019) (2020) Alfamart

Objectives

Methods

Conclusion