Pengaruh Store Atmosphere dan Variasi Produk terhadap Minat Beli Ulang pada New Sudu Café

Authors

  • Ariza Az Zahra Universitas Negeri Medan
  • Nurul Wardani Lubis Universitas Negeri Medan

DOI:

https://doi.org/10.30651/jms.v9i4.23656

Abstract

Penelitian ini bertujuan untuk mengetahui Pengaruh Store Atmopshere dan Variasi Produk terhadap Minat Beli Ulang pada New Sudu Café. Penelitian ini berlangsung di New Sudu Café. Populasi penelitian ini terdiri dari 27.022 pengunjung New Sudu Café pada tahun 2023. Sampel penelitian terdiri dari 150 responden yang diperoleh melalui metode insidental sampling. Kuesioner digunakan untuk mengumpulkan data dalam penelitian ini. Untuk teknik analisis data, analisis regresi linier berganda dilakukan melalui program aplikasi SPSS versi 27. Namun sebelumnya dilakukan uji instrumen penelitian dan uji asumsi klasik. Penelitian ini menemukan bahwa Store Atmosphere dan Variasi Produk berpengaruh positif dan signifikan terhadap Minat Beli Ulang pada New Sudu Café. Secara simultan, Store Atmosphere dan Variasi Produk berpengaruh positif dan signifikan terhadap Minat Beli Ulang pada New Sudu Café. Koefisien determinasi yang diperoleh sebesar 0,584, artinya variabel Store Atmosphere dan Variasi Produk mampu memberikan kontribusi pengaruh terhadap Minat Beli Ulang sebesar 58,4%, sementara 41,6% sisanya ditentukan oleh variabel-variabel lain di luar model penelitian ini.

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Published

2024-08-04

How to Cite

Az Zahra, A., & Lubis, N. W. (2024). Pengaruh Store Atmosphere dan Variasi Produk terhadap Minat Beli Ulang pada New Sudu Café. Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah, 9(4). https://doi.org/10.30651/jms.v9i4.23656

Issue

Vol. 9 No. 4 (2024)

Section

Artikel

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