Stability: Journal of Management and Business
Vol 6, No 2 (2023): December

ANALYSIS OF THE INFLUENCE OF PRODUCT QUALITY, STORE ATMOSPHERE AND EXPERIENTIAL MARKETING ON REPATRONAGE INTENTIONS THROUGH BRAND AWARENESS AS AN INTERVENING VARIABLE

Imron, Ali (Unknown)
ariyanti, rizka (Unknown)

Article Info

Publish Date
31 Dec 2023

Abstract

The purpose of this study was to determine the effect of Product Quality, Store Atmosphere and Experiential Marketing on Repatronage Intentions through Brand Awareness as an Intervening variable. This study used a sample of 100 respondents, namely consumers at the Yogya Department Store, Pemalang. The sample used was purposive sampling technique. The testing in this study was carried out using the method multiple linear regression analysis. The results of this study obtained there is a significant influence between variables Product Quality,  Atmosphere,  Experiential Marketing to Repatronage Intentions. Furtheremore, there is a significant influence between  Product Quality,  Atmosphere,  Experiential Marketing  on Repatronage intentions through Brand Awarenes as an intervening variable. 

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Journal Info
Stability: Journal of Management and Business
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Abbrev

Publisher

Universitas PGRI Semarang

Subject

Decision Sciences, Operations Research & Management

Description

This journal aims to seek quality articles to answer the need to improve the understanding of effective management and business applications. Stability : Journal of Management and Business provides current trends in knowledge and practical applications in management and business practices. In ...