PENGARUH BRAND AWARENESS, STORE ATMOSPHERE, PENGALAMAN BELANJA DAN HARGA TERHADAP MINAT BELI ULANG DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING PADA TOKO ZAHRA ACCESSORIES BESUKI

Abstract

Increasingly fierce competition in the retail business requires business actors to enhance consumer satisfaction and repurchase intention. This study aims to analyze the influence of brand awareness, store atmosphere, shopping experience, and price on repurchase intention through consumer satisfaction at Toko Zahra Accessories Besuki. This study employs a quantitative method with a purposive sampling technique involving 120 respondents. Data analysis was conducted using Structural Equation Modeling-Partial Least Square (SEM-PLS) assisted by the SmartPLS 4 application. The results of the study indicate that brand awareness, shopping experience, and price have a positive and significant effect on consumer satisfaction, whereas store atmosphere has a positive but non-significant effect on consumer satisfaction. Price and consumer satisfaction have a positive and significant effect on repurchase intention, while brand awareness, store atmosphere, and shopping experience have a positive but non-significant effect on repurchase intention. Indirect effect testing demonstrates that brand awareness, shopping experience, and price have a positive and significant effect on repurchase intention through consumer satisfaction, whereas store atmosphere does not have a significant effect on repurchase intention through consumer satisfaction.