PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN ATMOSFER TOKO TERHADAP NIAT BELI ULANG PADA KONSUMEN H&M

Abstract

Repurchase intention is a reflection of consumer behavior to buy the same brand in the future. Many factors influence repurchase intention including brand image, product quality, and store atmosphere. The purpose of this study is to explain the effect of brand image, product quality, and store atmosphere on consumers' repurchase intentions. The study was conducted at H&M retail stores using purposive sampling method with the number of samples used as many as 120 people. The method of data collection in this study was through the distribution of research instruments in the form of a google form questionnaire, analyzed by regression analysis. The results showed that brand image, product quality, and store atmosphere had a positive and significant effect on customers' repurchase intentions. It is hoped that H&M will improve various aspects related to brand image, product quality, and store atmosphere so as to increase repurchase intentions. Keywords:product quality, store atmosphere, repurchase intention, brand image.