Wang, Calvin (2024) PERBANDINGAN PENGARUH ATMOSFER TOKO, KUALITAS PRODUK, DAN PROMOSI PENJUALAN TERHADAP NIAT MEMBELI ULANG VILO GELATO DI PURI INDAH DAN TOMANG. Skripsi thesis, Universitas Tarumanagara.

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Abstract

(A) CALVIN WANG (115210204)
(B) COMPARISON OF STORE ATMOSPHERE, PRODUCT QUALITY, AND
SALES PROMOTION ON REPURCHASE INTENTION AT VILO
GELATO PURI INDAH AND TOMANG
(C) XVII + 111 Pages, 44 Tables, 6 Pictures, 15 Attachment
(D) MARKETING MANAGEMENT
(E) Abstract: This study aims to examine the influence and the differences in the
influence of store atmosphere, product quality, and sales promotion on
repurchase intention at two branches of Vilo Gelato, namely Puri Indah and
Tomang, located in West Jakarta. The study involved 366 respondents who
had previously made purchases at one or both branches. Data were
collected using purposive sampling and questionnaires. The data were
analyzed using PLS-SEM and PLS-MGA techniques. The results show that,
in general, product quality and sales promotion have a positive influence on
repurchase intention, while store atmosphere does not have a significant
effect. However, when analyzed by individual branch, all three variables
positively influence repurchase intention, except for store atmosphere at the
Tomang branch, which shows no significant effect. The study also found
differences in the influence of store atmosphere and product quality on
repurchase intention between the two branches, while sales promotion did
not show significant differences between them.
(F) References 69 (1991-2025)
(G) Dr. Cokki, S.E., M.M.

(A) CALVIN WANG (115210204)
(B) PERBANDINGAN PENGARUH ATMOSFER TOKO, KUALITAS
PRODUK, DAN PROMOSI PENJUALAN TERHADAP NIAT
MEMBELI ULANG VILO GELATO DI PURI INDAH DAN TOMANG
(C) XVII + 111 Halaman, 44 Tabel, 6 Gambar, 15 Lampiran
(D) MANAJEMEN PEMASARAN
(E) Abstrak: Penelitian ini bertujuan untuk mengkaji pengaruh dan perbedaan
pengaruh atmosfer toko, kualitas produk, dan promosi penjualan terhadap
niat membeli ulang di dua cabang Vilo Gelato, yaitu Puri Indah dan
Tomang, Jakarta Barat. Sebanyak 366 responden yang pernah berbelanja di
salah satu atau kedua cabang menjadi sampel penelitian, dengan
pengambilan data menggunakan metode purposive sampling dan kuesioner.
Analisis data dilakukan dengan PLS-SEM dan PLS-MGA. Hasil penelitian
menunjukkan bahwa secara umum, kualitas produk dan promosi penjualan
berpengaruh positif terhadap niat membeli ulang, sementara atmosfer toko
tidak berpengaruh signifikan. Namun, pada analisis per cabang, ketiga
variabel tersebut berpengaruh positif di kedua cabang, kecuali atmosfer toko
di cabang Tomang. Ditemukan pula perbedaan pengaruh atmosfer toko dan
kualitas produk terhadap niat membeli ulang antara kedua cabang,
sedangkan pengaruh promosi penjualan tidak menunjukkan perbedaan
signifikan.
(F) Daftar Acuan 69 (1991-2025)
(G) Dr. Cokki, S.E., M.M.

Item Type: Thesis (Skripsi)
Subjects: Skripsi/Tugas Akhir
Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: FE Perpus
Date Deposited: 24 Sep 2025 02:54
Last Modified: 24 Sep 2025 02:54
URI: https://repotest.untar.ac.id/id/eprint/48032

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