PENGARUH SUASANA TOKO DAN KUALITAS LAYANAN TERHADAP NIAT BELI ULANG MELALUI KEPUASAN PELANGGAN
DOI:
https://doi.org/10.24843/EJMUNUD.2026.v15.i9.p03Keywords:
customer satisfaction; familymart; repurchase intention; service quality; store atmosphereAbstract
Pertumbuhan industri ritel modern mendorong perusahaan untuk meningkatkan pengalaman berbelanja guna menciptakan kepuasan pelanggan dan mendorong niat beli ulang. Penelitian ini bertujuan menganalisis pengaruh store atmosphere dan kualitas layanan terhadap niat beli ulang melalui kepuasan pelanggan sebagai variabel mediasi pada konsumen FamilyMart di Kota Sidoarjo. Penelitian menggunakan pendekatan kuantitatif dengan jenis explanatory research. Sampel penelitian berjumlah 385 responden yang dipilih menggunakan teknik purposive sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner dan dianalisis menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS) dengan bantuan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa store atmosphere dan kualitas layanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Selain itu store atmosphere, kualitas layanan dan kepuasan pelanggan juga berpengaruh positif dan signifikan terhadap niat beli ulang. Kepuasan pelanggan terbukti memediasi secara signifikan pengaruh store atmosphere dan kualitas layanan terhadap niat beli ulang. Temuan ini menunjukkan bahwa peningkatan kenyamanan suasana toko, kebersihan, tata letak, serta pelayanan yang ramah, cepat, dan responsif mampu meningkatkan kepuasan pelanggan sehingga mendorong konsumen untuk melakukan pembelian ulang di FamilyMart.
The growth of the modern retail industry has encouraged companies to enhance the shopping experience in order to create customer satisfaction and stimulate repurchase intention. This study aims to analyze the influence of store atmosphere and service quality on repurchase intention through customer satisfaction as a mediating variable among FamilyMart consumers in Sidoarjo City. This research employed a quantitative approach with an explanatory research design. A total of 385 respondents were selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.0 software. The results indicate that store atmosphere and service quality have a positive and significant effect on customer satisfaction. Furthermore, store atmosphere, service quality, and customer satisfaction also have a positive and significant effect on repurchase intention. Customer satisfaction was found to significantly mediate the relationship between store atmosphere and service quality on repurchase intention. These findings suggest that improving store comfort, cleanliness, layout, and providing friendly, prompt, and responsive services can enhance customer satisfaction, thereby encouraging consumers to make repeat purchases at FamilyMart.
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