Pengaruh Store Atmosphere dan Customer Experience terhadap Niat Pembelian Ulang Konsumen dengan Kepuasan Konsumen di Yuki Mart Gunungsitoli.
DOI:
https://doi.org/10.38035/jmpd.v4i3.817Keywords:
Store Atmosphere, Customer Experience, Customer Satisfaction, Repurchase Intention, PLS-SEMAbstract
Persaingan bisnis ritel yang semakin kompetitif menuntut perusahaan untuk mampu menciptakan kepuasan pelanggan dan meningkatkan niat pembelian ulang melalui pengelolaan suasana toko serta pengalaman pelanggan. Namun, masih terdapat perbedaan hasil penelitian mengenai pengaruh store atmosphere dan customer experience terhadap repurchase intention, khususnya melalui peran customer satisfaction sebagai variabel mediasi pada ritel modern di daerah. Penelitian ini bertujuan menganalisis pengaruh store atmosphere dan customer experience terhadap repurchase intention dengan customer satisfaction sebagai variabel mediasi pada konsumen Yuki Mart Gunungsitoli. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 150 responden yang dipilih menggunakan teknik purposive sampling. Data dianalisis menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa store atmosphere dan customer experience berpengaruh positif dan signifikan terhadap customer satisfaction dan repurchase intention. Customer satisfaction juga berpengaruh positif dan signifikan terhadap repurchase intention serta mampu memediasi pengaruh store atmosphere dan customer experience terhadap repurchase intention. Temuan penelitian menunjukkan bahwa customer experience merupakan faktor yang paling dominan dalam meningkatkan customer satisfaction. Kebaruan penelitian ini terletak pada pengujian model mediasi customer satisfaction dalam hubungan antara store atmosphere, customer experience, dan repurchase intention pada konteks ritel modern di Kota Gunungsitoli.
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