PENGARUH STORE ATMOSPHERE TERHADAP REPURCHASE DECISION DAN LOYALITAS KONSUMEN PADA COFFEE SHOP (Studi Pada Konsumen Coffee Shop di Semarang)

*Ade Baharuddin  -  Departemen Manajemen Fakultas Ekonomika dan Bisnis Universitas Diponegoro
Budi Sudaryanto  -  Departemen Manajemen Fakultas Ekonomika dan Bisnis Universitas Diponegoro

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Abstract
BSTRACT
This research aims to determine and analyze how the store atmosphere can effect on
repurchase decisions and consumer loyalty of the coffee shop consumers in Semarang
City. The sampling of the method is non-probability sampling with purposive sampling
technique. The samples collected were 100 respondents who had visited a coffee shop in
Semarang at least twice.Then the collected data is processed using SEM analysis. IBM
SPSS and Amos software applications with goodness of fit. The results of this study
indicate that store atmosphere has a positive and significant effect on repurchase decisions
and also consumerloyalty.
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Keywords: Keywords: Store Atmosphere, Repurchase Decision, Consumer Loyalty
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Language : ID
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