VARIABEL PREDIKTOR MINAT BELI ULANG KONSUMEN DI BODY SHOP KOTA PALU - Aniza Handayani; Ponirin Ponirin (Universitas Tadulako, 2023)
AbstrakPenelitian ini bertujuan untuk mengetahui pengaruh store atmosphere, variasi produk, harga, lokasi terhadap minat beli ulang di Body Shop Kota Palu. Survey merupakan jenis dari penelitian ini. Sampel dalam penelitian ialah konsumen yang membeli serta menggunakan produk Body Shop yang berjumlah sebanyak 75 orang dengan teknik pengambilan sampel menggunakan purposive sampling. Penelitian tersebut menunjukkan hasil yakni bahwa store atmosphere, variasi produk, harga serta lokasi secara serempak memiliki pengaruh signifikan untuk membeli kembali produk di Body Shop Kota Palu. Secara parsial Store atmosphere memiliki pengaruh signifikan terhadap minat membeli kembali produk di Body Shop Kota Palu. Secara parsial Variasi produk memberikan pengaruh signifikan terhadap minat membeli kembali produk Body Shop Kota Palu. Harga secara parsial memberikan pengaruh signifikan terhadap minat beli ulang di Body Shop Kota Palu. Lokasi secara parsial memberikan pengaruh signifikan terhadap minat beli ulang di Body Shop Kota Palu. Kata Kunci : Store atmosphere, Variasi produk, Harga, Lokasi, Minat Beli UlangAbstractThe purpose of is to know the influence of store atmosphere, product variety, price, location to re-buy interest in Body Shop Palu City. Survey is a type of this research. The sample in this study is consumers who buy and use Body Shop products which operate as many as 75 people with a sampling technique using purposive sampling. The results showed that store atmosphere, product variety, price and location simultaneously had a significant influence on buying interest in The Palu City Body Shop. Store atmosphere partially has a significant influence on buying interest in Body Shop Palu. Product variations partially have a significant effect on re-buying interest in The Palu City Body Shop. The price partially had a significant influence on the buying interest in the Palu City Body Shop. The location partially had a significant effect on buy-to-buy interest in Palu City Body Shop. Keywords: Store Atmosphere, Product Variety, Price, Location, Repurchase Interests