Impact of Store Atmosphere and Brand Loyalty on Repurchase Intentions: A Quantitative Study

Indonesian Journal of Innovation Studies Pub Date : 2023-09-17 DOI:10.21070/ijins.v25i.968

Ilham Muzakki, Dewi Komala Sari

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Abstract

This study investigates the influence of store atmosphere and brand loyalty on repurchase intentions at a retail outlet. Utilizing a descriptive approach and quantitative methods, data was gathered from 96 respondents through purposive sampling and Google Forms questionnaires. The analysis, conducted using SPSS Statistics 22, revealed that store atmosphere and brand loyalty significantly affect repurchase intentions. These findings underscore the importance of creating a conducive store atmosphere and fostering brand loyalty to enhance customer repurchase intentions, offering valuable insights for marketers and retailers aiming to optimize customer retention strategies Highlights: The study employs quantitative methods to assess the impact of store atmosphere and brand loyalty on repurchase intentions. Findings confirm a significant influence of both store atmosphere and brand loyalty on customer repurchase intentions. This research provides valuable insights for marketers and retailers seeking to enhance customer retention strategies. Keywords: Store Atmosphere, Brand Loyalty, Repurchase Intentions, Quantitative Study, Customer Retention

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商店氛围和品牌忠诚度对再次购买意愿的影响：定量研究

本研究探讨了商店氛围和品牌忠诚度对零售店再次购买意愿的影响。研究采用描述性方法和定量方法，通过目的性抽样和谷歌表单问卷从 96 名受访者中收集数据。使用 SPSS 统计软件 22 进行的分析表明，商店氛围和品牌忠诚度对再购买意愿有显著影响。这些发现强调了营造有利的商店氛围和培养品牌忠诚度对提高顾客回购意愿的重要性，为营销人员和零售商优化顾客维系战略提供了宝贵的见解：本研究采用定量方法评估了商店氛围和品牌忠诚度对顾客再次购买意愿的影响。研究结果证实，商店氛围和品牌忠诚度对顾客回购意向都有重大影响。这项研究为营销人员和零售商寻求加强顾客维系战略提供了有价值的见解。关键词商店氛围、品牌忠诚度、再购意向、定量研究、顾客维系

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Indonesian Journal of Innovation Studies

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