PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN ULANG DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING DI CAFE ATAP LANGIT SEMARANG

This research is inspired by the failure to meet the revenue target of Atap
Langit Cafe Semarang in February, March and April. Currently, cafes are indeed
one of the favorite places to visit for people from various age groups, from children
to adults. Atap Langit Cafe is quite well-known in Semarang but is experiencing a
drop in revenue and failed to meet the revenue target. Therefore, this study was
created to determine the effect of product quality, service quality and store
atmosphere on repurchase decisions with customer satisfaction as an intervening
variable. This study uses a quantitative method with a sample size of 100
respondents. The sampling technique used was purposive sampling using the
SmartPls tool as a testing tool.
The results of this study indicate that the variables of product quality and
customer satisfaction have an effect on repurchase decisions. Service quality and
store atmosphere have no effect on repurchase decisions. Product quality, service
quality and store atmosphere have an effect on customer satisfaction but all of them
have no effect on repurchase decisions mediated by customer satisfaction.
Keywords: Product quality, service quality, store atmosphere, repurchase
decisions and customer satisfaction