ABSTRACT: This study aimed to examine the effect of store atmosphere against the re-purchases intention at Taman Indie Resto and to examine indicators of variable store atmosphere (Exterior, General Interior, Store Layout and Interior Display) the dominant influence on the re-purchases intention at Taman Indie Resto TownMalang. This study uses primary data collected from questionnaires, the purchaser(buyer) at Taman Indie Resto. The sampling technique in this research use accidental sampling, as many as 130 people and using binomial logistic regressionanalysis. Based on data analysis binomial regression which includes partial test, test simultaneously and the suitability of the model in this study are: test based on partial indicators that affect significantly partially on the re-purchases intention atTaman Indie Resto, with indicators exterior, general interior, store layout andinterior display significantly influence the re-purchases intention at Taman IndieResto. Concurrent test shows that jointly indicators exterior, general interior, store layout and interior displays significantly influence the re-purchases intention at Taman Indie Resto. Indicators of the most dominant influence on the re-purchases intention is the general interior. Test the feasibility of the model shows that the -2log likelihood with the independent variables indicate that the addition of independent variables in the regression model is better than the absence ofindependent variables so that the model used is feasible.
Keyword: store atmosphere, re-purchases intention, binomial regression
Penulis: Ratna Kurniawati
Kode Jurnal: jpmanajemendd151590
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