PENGARUH HARGA, KUALITAS PRODUK, DAN STORE ATMOSPHERE TERHADAP REPURCHASE INTENTION (NIAT PEMBELIAN ULANG) KEDAI KOPI KETAN LABAMA DI MALANG

Repurchase intention refers to the act of purchasing a product more than once. This intention is measured using two aspects: the consumer's decision to repurchase the same product and the number of repeats purchases the consumer intends to make. The purpose of this study is to determine the effect of price, product quality, and store atmosphere on repurchase intention at Kedai Kopi Ketan Labama in Malang. Data was collected through the distribution of questionnaires to 160 individuals who had previously made repeat purchases at Kedai Kopi Ketan Labama. These respondents were selected using purposive sampling. This study employed a quantitative research method with an explanatory research approach. Primary data was obtained directly from respondents’ answers. Data was analyzed using multiple linear regression analysis with t-tests for hypothesis testing through SPSS 20 software. The results of this study indicate that price (X1), product quality (X2), and store atmosphere (X3) have a positive and significant effect on repurchase intention at Kedai Kopi Ketan Labama in Malang. Among these variables, product quality is the most dominant factor influencing repurchase intention.