PENGARUH STORE ATMOSPHERE, VARIASI PRODUK, SERVICE QUALITY TERHADAP REPURCHASE INTENTION KONSUMEN COFFEE SHOP (Studi pada Fore Coffee di Bandar Lampung)

TIKA ALVIANA , TAMALA SARI (2025) PENGARUH STORE ATMOSPHERE, VARIASI PRODUK, SERVICE QUALITY TERHADAP REPURCHASE INTENTION KONSUMEN COFFEE SHOP (Studi pada Fore Coffee di Bandar Lampung). FAKULTAS ILMU SOSIAL DAN ILMU POLITIK, UNIVERSITAS LAMPUNG.

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Abstrak (Berisi Bastraknya saja, Judul dan Nama Tidak Boleh di Masukan)

Tingginya konsumsi kopi di Indonesia dan perkembangan coffee shop yang pesat sudah menjadi bagian dari gaya hidup masyarakat, hal ini mendorong intensitas kunjungan ke coffee shop. Tujuan dari penelitian ini adalah untuk mengetahui seberapa besar pengaruh store atmosphere, variasi produk, dan service quality terhadap repurchase intention konsumen Fore Coffee. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis explanatory research. Data dikumpulkan melalui kuesioner, disebarkan kepada 100 responden yang merupakan konsumen Fore Coffee. Analisis data dilakukan menggunakan SPSS 27 dan regresi linier berganda untuk menguji pengaruh variabel independen terhadap variabel dependen. Penelitian ini membuktikan bahwa store atmosphere memiliki pengaruh positif dan signifikan terhadap repurchase intention. Variasi produk terbukti memiliki pengaruh signifikan dan positif terhadap repurchase intention, sedangkan service quality juga menunjukkan pengaruh signifikan. Temuan ini menegaskan pentingnya kombinasi antara ketiga variabel dalam membentuk perilaku repurchase konsumen di Fore Coffee. Kata Kunci: Store Atmosphere, Variasi Produk, Service Quality, Repurchase Intention, Coffee Shop. The high consumption of coffee in Indonesia and the rapid development of coffee shops have become part of the people's lifestyle, this encourages the intensity of visits to coffee shops. The purpose of this study is to find out how much influence atmospheric stores, product variations, and service quality have on Fore Coffee's repurchases of consumer intention. This study used a quantitative approach with the type of explanatory research. Data was collected through questionnaires, distributed to 100 respondents who were Fore Coffee consumers. Data analysis is performed using multiple linear regression to test the effect of independent variables on dependent variables. This study proved that atmospheric stores had a positive effect on repurchasing intention, although it was not statistically significant. Variation of products has been shown to have a significant and positive effect on repurchase intentions, while service quality has also shown a significant effect. This finding confirms the importance of the combination of the three variables in shaping consumer repurchasing behavior at Fore Coffee. Keywords: Store Atmosphere, Product Variation, Quality Service, Repurchase Intention, Coffee Shop.

Jenis Karya Akhir: Skripsi
Subyek: 300 Ilmu sosial
300 Ilmu sosial > 330 Ekonomi > 332 Ekonomi keuangan
Program Studi: FAKULTAS ILMU SOSIAL DAN ILMU POLITIK (FISIP) > Prodi S1-Ilmu Administrasi Bisnis
Pengguna Deposit: UPT . Desi Zulfi Melasari
Date Deposited: 22 Oct 2025 04:18
Terakhir diubah: 22 Oct 2025 04:18
URI: http://digilib.unila.ac.id/id/eprint/91694

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