PENGARUH STORE ATMOSPHERE DAN PROMOTION TERHADAP REVISIT INTENTION DI THELAPAN COFFEE BANDUNG - Nur Ummu Syalamah Pratami, - (2022)
ABSTRAK Store atmosphere merupakan rangkaian pengalaman suasana yang dirasakan oleh konsumen sejak pertama kali masuk ke coffee shop hingga selesai menikmati hidangan maupun atmosphere di coffee shop tersebut, sedangkan promotion merupakan suatu kegiatan untuk menarik konsumen untuk datang maupun berniat untuk datang kembali sehingga dapat terjadi suatu transaksi. Penelitian ini memiliki tujuan untuk mengetahui bagaimana pengaruh store atmosphere dan promotion yang berpengaruh terhadap revisit intention di Thelapan Coffee Bandung. Variabel bebas (X1), yaitu store atmosphere yang memiliki empat elemen, di antaranya, ialah store layout, exterior, general interior, interior display, kemudian variabel bebas (X2), yaitu promotion memiliki enam dimensi, di antaranya, ialah advertising, personal selling, sales promotion, public relation, word of mouth, dan direct marketing. Sedangkan variabel terikat (Y) pada penelitian ini ialah revisit intention dengan dimensi revisit propensity, revisit willingness, dan revisit probability in the near future. Metode yang digunakan dalam penelitian ini, yaitu menggunakan metode kuantitatif dan explanatory survey, terdapat 100 responden dalam penelitian ini yang pernah bertransaksi di Thelapan Coffee Bandung. Teknik pengolahan data menggunakan uji validitas dan reliabilitas, uji asumsi klasik, serta uji regresi linear berganda dengan uji f (simultan), dan uji t (parsial). Hasil penelitian menunjukan secara simultan store atmosphere dan promotion terdapat pengaruh yang signifikan terhadap revisit intention. Hasil secara parsial bahwa store atmosphere tidak memiliki pengaruh yang signifikan, sedangkan promotion memiliki pengaruh yang signifikan terhadap revisit intention. Kata kunci : store atmosphere, promotion, revisit intention. ABSTRACT Store atmosphere is a series of atmosphere experiences that are felt by consumers from the first time they come to the coffee shop until they finish enjoying the dishes and the atmosphere at the coffee shop. While promotion is an activity to attract consumers to come or intend to come back so that a transaction can occur. This research aims to find out how the impact of store atmosphere and promotion on revisit intention at Thelapan Coffee Bandung. The independent variable (X1) is store atmosphere which has 4 elements including store layout, exterior, general interior, and interior display, then the independent variable (X2) is promotion, promotion has 6 dimensions, including advertising, personal selling, sales promotion, public relations, word of mouth, and direct marketing. The dependent variable (Y) in this research is revisiting intention with dimensions of revisit propensity, revisit willingness, and revisit probability shortly. This study uses quantitative and explanatory survey methods, in this study, there were 100 respondents who had transacted at Thelapan Coffee Bandung. The data processing technique uses validity and reliability tests, classical assumption tests, and multiple linear regression tests with f test (simultaneous), and t test (partial). The results of the study simultaneously show that store atmosphere and promotions have a significant effect on revisit intentions. And the results partially show that store atmosphere has no significant effect, while promotion has a significant effect on revisit intentions. Keywords : store atmosphere, promotion, revisit intention.