PRADANTI, ALSYA PUTERI (2025) PENGARUH BRAND IMAGE, STORE ATMOSPHERE, DAN SERVICE QUALITY TERHADAP PEMBELIAN ULANG KONSUMEN OFFLINE STORE SOCIOLLA DI TUNJUNGAN PLAZA SURABAYA. Undergraduate thesis, Universitas Pembangunan Nasional Veteran Jawa Timur.
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Abstract
As public awareness of the importance of a pleasant shopping experience in physical stores increases, the beauty retail industry is experiencing significant development. Many people still prefer to visit shops in person to try various products rather than using e-commerce platforms which continue to experience growth. With this research, we hope to better understand how Sociolla Tunjungan Plaza Surabaya brand image, store atmosphere, and service quality influence customers' propensity to make repeat purchases. In this study, a sample of one hundred people who had shopped at Sociolla was used. SPSS 30.0 software was used to conduct the analysis, which included multiple linear regression. The findings show that brand image, store atmosphere, and service quality play a key role in determining whether or not customers will repurchase. While Brand Image does not significantly influence repurchases, store atmosphere and service quality do. These results indicate that the store atmosphere and service quality of Sociolla's offline store in Tunjungan Plaza Surabaya are key factors in attracting and retaining customers. to make a repeat purchase
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | ALSYA PUTERI PRADANTI | ||||||||
| Date Deposited: | 14 May 2025 03:45 | ||||||||
| Last Modified: | 14 May 2025 03:45 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/36077 |
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