The Influence of Service Quality, Product Quality, and Store Atmosphere on Repurchase Decisions at Mie Gacoan in Banda Aceh

Ikhwanul Kiram; Erlinda Erlinda; Fandi Bachtiar

doi:10.30601/humaniora.v10i1.7754

The Influence of Service Quality, Product Quality, and Store Atmosphere on Repurchase Decisions at Mie Gacoan in Banda Aceh

Ikhwanul Kiram, Erlinda Erlinda, Fandi Bachtiar

Abstract

The high level of competition in the fast food industry requires companies to be able to maintain customer loyalty through repeat purchase decisions. This condition highlights the importance of paying attention to factors that influence consumer behavior, particularly service quality, product quality, and store atmosphere. This study aims to examine and analyze the influence of service quality, product quality, and store atmosphere on consumer repeat purchase decisions at Mie Gacoan Banda Aceh. This study uses a quantitative approach with data collection through a Likert scale questionnaire. The research sample consisted of 96 respondents who were consumers who had made purchases at Mie Gacoan Banda Aceh. The data analysis technique used was multiple linear regression with a significance level of 95% (α = 0.05). The results of the study indicate that product quality and store atmosphere have a positive and significant effect on consumer repurchase decisions. Meanwhile, service quality does not have a significant effect on repurchase decisions, although it shows a positive direction of influence. Simultaneously, service quality, product quality, and store atmosphere have a significant effect on repurchase decisions at Mie Gacoan Banda Aceh.

Keywords

Keywords: Repurchase Decision, Service Quality, Product Quality, Store Atmosphere, Mie Gacoan

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DOI: https://doi.org/10.30601/humaniora.v10i1.7754

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