Influence of Store Atmosphere, Taste, Service Quality on Repurchase Decisions Through Satisfaction as Mediation

Abstract

This study aims to demonstrate the impact of store ambiance, taste, and service quality on repurchase decisions with satisfaction as the mediating variable at Haus! store located in Dasana Indah, Tangerang City. The research method employed a quantitative approach with a causal associative design, categorized as exploratory research. The research population comprised customers of Haus! store. Nonprobability sampling, specifically purposive sampling, was utilized for sample selection. Data collection instruments involved a Likert scale questionnaire ranging from 1 to 5. Data analysis employed both descriptive and inferential statistics, utilizing the Structural Equation Modeling (SEM) through Smart PLS 3.0 software. The findings revealed that store ambiance and taste significantly and partially influence consumer satisfaction, while service quality, in partial terms, does not affect satisfaction. Store ambiance and satisfaction partially and significantly impact repurchase decisions, while taste and service quality, in partial terms, do not influence repurchase decisions. Store ambiance and taste significantly influence repurchase decisions through satisfaction as a mediating variable.