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

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