Pengaruh Experiential Marketing, Store Atmosphere, dan Lokasi Terhadap Minat Beli Ulang pada Sarune Coffee and Eatery di Kabupaten Karo

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh experiential marketing, store atmosphere dan lokasi terhadap minat beli ulang pada Sarune Coffee and Eatery di Kabupaten Karo. Penelitian ini menggunakan jenis penelitian deskriptif dengan pendekatan kuantitatif, yang menggunakan metode berbasis linear berganda dengan program SPSS 23. Pengumpulan data melalui penyebaran kuisioner/angket. „populasi dari penelitian ini adalah setiap orang yang pernah menjadi konsumen pada Sarune Coffee and Eatery di Kabupaten Karo dengan sampel sebanyak 99 responden. Teknik pengambilan sampel menggunakan Nonprobability Sampling, dengan metode purposive sampling. Teknik analisis data yang dilakukan dengan menggunakan uji instrumen, uji asumsi klasik, uji statistik dan uji hipotesis. Berdasarkan hasil penelitian menunjukkan bahwa (1) Experiential Marketing berpengaruh positif dan signifikan terhadap minat beli ulang Sarune Coffee and Eatery di Kabupaten Karo, (2) Store Atmosphere berpengaruh positif dan signifikan terhadap minat beli ulang pada Sarune Coffee and Eatery di Kabupaten Karo, (3) Lokasi berpengaruh positif dan signifikan terhadap minat beli ulang Sarune Coffee and Eatery di Kabupaten Karo, dan (4) Experiential Marketing, Store Atmosphere dan Lokasi secara simultan berpengaruh positif dan signifikan terhadap minat beli ulang Sarune Coffee and Eatery di Kabupaten Karo. This study aims to determine the effect of experiential marketing, store atmosphere and location on repurchase interest at Sarune coffee and eatery in Karo district. This research uses descriptive research with a quantitative approach, which uses multiple linear-based methods with the SPSS 23 program. Data collection through distributing questionnaires / questionnaires. The population of this study is everyone who has been a consumer at Sarune coffee and eatery in Karo district with a sample of 99 respondents. The sampling technique used Nonprobability Sampling, with purposive sampling method. Data analysis techniques are carried out using instrument tests, classical assumption tests, statistical tests and hypothesis tests. Based on the results of the study, it shows that (1) Experiential Marketing has a positive and significant effect on repurchase interest at Sarune coffee and eatery in Karo district, (2) Store Atmosphere has a positive and significant effect on repurchase interest at Sarune coffee and eatery in Karo district, (3) Location has a positive and significant effect on repurchase interest at Sarune coffee and eatery in Karo district, and (4) Experiential Marketing, Store Atmosphere and Location simultaneously have a positive and significant effect on repurchase interest at Sarune coffee and eatery in Karo district.