What type of study is this?

This is a Quantitative Approach study (also classified as: SEM-PLS).

September 10, 2025

The Influence of Store Atmosphere and Product Assortment on Repurchase Intention with Customer Satisfaction as a Mediating Variable at MR. DIY Kayu Merah

Key Points

Store atmosphere positively influences customer satisfaction and repurchase intention, enhancing customer loyalty.
Customer satisfaction acts as a mediator, impacting repurchase intention between store atmosphere and product assortment.
Product assortment significantly affects customer satisfaction but does not directly influence repurchase intention alone.
Employing a quantitative approach, this analysis involved 150 customers, focusing on their purchasing behaviors.

Abstract

This study aims to analyze the influence of store atmosphere and product assortment on repurchase intention with customer satisfaction as a mediating variable among customers of MR. DIY Kayu Merah, Ternate. The study used a quantitative approach, with a purposive sampling method targeting 150 customers who had made at least three purchases. The data was collected through questionnaires and analyzed using the SEM-PLS method with SmartPLS 4.0 software. The results indicate that store atmosphere positively influences both customer satisfaction and repurchase intention. Meanwhile, product assortment significantly affects customer satisfaction but not repurchase intention directly. Furthermore, customer satisfaction positively impacts repurchase intention and mediates the relationship between both store atmosphere and product assortment with repurchase intention.

AI에게 질문

Bookmark