ANALISIS PENGARUH PRODUCT QUALITY, STORE ATMOSPHERE, DAN PRICE FAIRENESS SERTA BRAND IMAGE TERHADAP REPURCHASE INTENTION MELALUI CUSTOMER SATISFACTION PADA PENGUNJUNG GERAI J’CO DONUTS & COFFEE DI KOTA SAMARINDA --

ABSTRAK
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Penelitian ini bertujuan untuk menganalisa Pengaruh Product Quality,Store
Atmosphere, Dan Price Fairness Serta brand Image Terhadap Repurchase
Intention Melalui Customer Satisfaction Pada Pengunjung Gerai JCO Donuts &
Coffee Di Kota Samarinda. Penelitian ini menggunakan pendekatan kuantitatif
dengan menggunakan path analysis yang diolah dengan software IBM SPSS
Statistic 23 dan Structural Equation Modeling (SEM) dengan software IBM AMOS
23. Penelitian ini menggunakan sampel sebanyak 162 responden yang diambil
dari Pada Pengunjung Gerai JCO Donuts & Coffee Di Kota Samarinda. Skala
pengukuran menggunakan skala Likert dengan skor 1 – 5. Dalam penelitian ini
juga dilakukan uji validitas dan uji reliabilitas, selanjutnya dilakukan uji estimasi
dan uji structural model fit.
Berdasarkan model structural dapat dibuktikan bahwa Product Quality,
Store amosphere, Price fairness, Brand Image berpengaruh signifikan terhadap
Costumer Satisfaction, Brand Image, Costumer Satisfaction berpengaruh
signifikan terhadap Repurchase Intention, adapun Product Quality, Store
amosphere, Price fairness tidak berpengaruh signifikan terhadap Repurchase
Intention. Namun berpengaruh signifikan melaui Variabel intervening yaitu
Costumer Satisfaction ke variabel Endogen Yaitu Repurchase Intention.
Keywords: JCO Donuts & Coffee, Product Quality, Store Atmosphere, Price
Fairness, brand Image, Customer Satisfaction, Repurchase Intention.
ABSTRACT
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This research aims to analyze the influence of product quality, store atmosphere,
price fairness and brand image on repurchase intention through customer
satisfaction among visitors to JCO Donuts & Coffee outlets in Samarinda City. This
research uses a quantitative approach using path analysis processed with IBM
SPSS Statistics 23 software and Structural Equation Modeling (SEM) with IBM
AMOS 23 software. This research uses a sample of 162 respondents taken from
visitors to JCO Donuts & Coffee outlets in Samarinda City . The measurement
scale uses a Likert scale with a score of 1 – 5. In this research, validity and reliability
tests were also carried out, then estimation tests and structural model fit tests were
carried out.
Based on the structural model, it can be proven that Product Quality, Store
amosphere, Price fairness, Brand Image have a significant effect on Customer
Satisfaction, Brand Image, Customer Satisfaction have a significant effect on
Repurchase Intention, while Product Quality, Store amosphere, Price fairness do
not have a significant effect on Repurchase Intention. However, it has a significant
effect through the intervening variable, namely Customer Satisfaction, to the
Endogenous variable, namely Repurchase Intention.
Keywords: JCO Donuts & Coffee, Product Quality, Store Atmosphere, Price
Fairness, Brand Image, Customer Satisfaction, Repurchase Intention.