ANALISIS PENGARUH PRODUCT QUALITY, STORE ATMOSPHERE DAN SERVICE QUALITY TERHADAP REPATRONAGE INTENTION MELALUI CUSTOMER SATISFACTION PADA PELANGGAN MATAHARI DEPARTMENT STORE DI SURABAYA

Abstract

Retail is one of the activities that market the value of a product and provide services to consumers, where a product can be purchased in retail or units of a product for the needs of personal consumers or family needs. The meaning of retail companies is retail companies buy in large quantities from factories to be sold back to consumers in small quantities, so that consumers are not required to buy a large number of products that have been determined at least From the factory. This research aims to know how to influence Product Quality, Store Atmosphere, and Service Quality to Repatronage Intention through Customers encouragment. The expected benefit of this research is adding a science of knowledge in the management field, especially how big the influence of Customers encouragment so as to increase the Repatronage Intention which will ultimately increase the purchase From Matahari Department Store. This research is causal research. The research method used is a quantitative method with data processing using AMOS. Data collection is carried out with the dissemination of questionnaires to 105 respondents with characteristics of male and female respondents aged 18-60 years, having made a purchase at Matahari Department Store, knowing that Matahari Department Store has Complete products. The result of data processing using the AMOS 22.0 software shows the four hypotheses proposed in this study. The results can be described as follows, Product Quality variables have no significant effect on Customer Satisfaction with regression coefficient of 0106 and C.R. of 0851; Variable Store Atmosphere has a significant effect on Customer Satisfaction with a regression coefficient of 0565 and C.R. of 3,101; Service Quality variables have significant effect on Customer Satisfaction with regression coefficient of 0863 and C.R. of 4,085; Customer Satisfaction variables significantly affect the Repatronage of Intention with regression coefficients of 0585 and C.R. by 4,727