PENGARUH DISPLAY PRODUK DAN SUASANA TOKO TERHADAP MINAT BELANJA ULANG DENGAN CUSTOMER EXPERIENCE DAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI (Studi Pada Pelanggan Swalayan Sardo Malang)

This study aims to examine the effect of product display and store atmosphere on repurchase intention, with customer experience and customer satisfaction as mediating variables among customers of Sardo Supermarket in Malang. The sample consisted of 250 respondents using accidental sampling technique. Path analysis and hypothesis testing revealed that product display has a positive but insignificant effect on repurchase intention. Store atmosphere, customer experience, and customer satisfaction have a positive and significant effect on repurchase intention. Product display and store atmosphere also have a positive and significant effect on customer experience and customer satisfaction. Product display and store atmosphere positively and significantly influence repurchase intention through customer experience and customer satisfaction as mediating variables. This study can be useful for Sardo Supermarket and other retail businesses to improve product display and store atmosphere by considering customer experience and customer satisfaction to maintain customer repurchase intention.