Pengaruh Inovasi Produk, Store Atmosphere, Harga Diskon Dan Lokasi Terhadap Keputusan Pembelian Ulang Pada Toko Kopi Ambarrukmo

This research was conducted to determine and analyze the influence of
product innovation, store atmosphere, discount prices and location on
repurchasing decisions. This research uses quantitative methods. The data
collection technique in this research uses a questionnaire. A sample of 100 was
carried out using accidental sampling. Multiple linear regression analysis
technique. The research results found that partial product innovation did not have
a significant influence on repurchase decisions at the Ambarrukmo Coffee Shop.
Store atmosphere partially has a positive and significant influence on repurchase
decisions at the Ambarrukmo Coffee Shop. Partial discount prices do not have a
significant influence on repurchase decisions at the Ambarrukmo Coffee Shop.
Location partially has a positive and significant influence on repurchase
decisions at the Ambarrukmo Coffee Shop. Product innovation, store atmosphere,
discount prices and location have a simultaneous influence on repeat purchase
decisions at the Ambarrukmo Coffee Shop.