ABSTRAK

Melinia Zannatun Arini 1710412620028, 2023, Pengaruh Store

Atmosphere dan Word Of Mouth (WOM) Terhadap Repurchase Intention si

Café Warunk Upnormal Banjarbaru. Dibimbing oleh Nurul Wahyuni dan Rizki

Muslim Hidayat.

Penelitian ini bertujuan untuk mengetahui dan menguji pengaruh secara

parsial dan simultan Store Atmosphere dan Word Of Mouth (WOM) Terhadap

Repurchase Intention Di Café Warunk Upnormal Banjarbaru.

Penelitian ini merupakan penelitian kuantitatif, tipe penelitian ini adalah

eksplanatory. Pengambilan sampel dalam penelitian ini menggunakan teknik

Purposive Sampling, sehingga diperoleh 50 responden yang dijadikan sampel

penelitian. Data yang digunakan diambil dari kuesioner. Analisis data

menggunakan analisis regresi linier berganda.

Hasil penelitian menunjukan bahwa (1) Terdapat pengaruh signifikan

secara parsial Store Atmosphere terhadap Repurchase Intention Di Café

Warunk Upnormal Banjarbaru, (2) Terdapat pengaruh signifikan secara parsial

Word Of Mouth (WOM) terhadap Repurchase Intention Di Café Warunk

Upnormal Banjarbaru, dan (3) Terdapat pengaruh signifikan secara simultan

Store Atmosphere dan Word Of Mouth (WOM) terhadap Repurchase Intention

Di Café Warunk Upnormal Banjarbaru.

Kata Kunci : Store Atmosphere, Word Of Mouth (WOM), dan Repurchase

Intention

ABSTRACT

Melinia Zannatun Arini 1710412620028, 2023, Effect of Store

Atmosphere and Word Of Mouth (WOM) on Repurchase Intention of Café

Warunk Upnormal Banjarbaru. Supervised by Nurul Wahyuni and Rizki

Muslim Hidayat.

This study aims to determine and examine the effect of partially and

simultaneously Store Atmosphere and Word Of Mouth (WOM) on Repurchase

Intention at Café Warunk Upnormal Banjarbaru.

This research is a quantitative research, the type of this research is

explanatory. Sampling in this study using the Purposive Sampling technique, in

order to obtain 50 respondents who were used as research samples. The data

used were taken from a questionnaire. Data analysis used multiple linear

regression analysis.

The results showed that (1) There was a partially significant effect of

Store Admosphere on Repurchase Intention at Café Warunk Upnormal

Banjarbaru, (2) There was a partially significant effect of Word of Mouth

(WOM) on Repurchase Intention at Café Warunk Upnormal Banjarbaru, and

(3) There is a simultaneous significant effect of Store Admosphere and Word Of

Mouth (WOM) on Repurchase Intention at Café Warunk Upnormal

Banjarbaru.

Keywords: Store Atmosphere, Word Of Mouth (WOM), and Repurchase

Intention