Track: Business Analysis and Marketing

Abstract

Abstract

This study aims to determine how much the quality of service, store atmosphere, and application of health protocols influence repurchase intentions at bookstore Gramedia Surabaya Tunjungan Plaza, either partially or simultaneously. The research uses a quantitative research approach and the data are collected by using questionnaire that involved 100 respondents who had done in-store shopping transactions (transactions directly at the store) at bookstore Gramedia Surabaya Tunjungan Plaza in 2022, with a minimum age of 17 years. The sampling technique used is non-probability sampling (purposive sampling). Data analysis using multiple linear regression analysis and hypothesis testing using IBM SPSS 25 Research Results: 1) Service quality shows a significant effect, at least partially, on the variable of repurchase intention. Supported by the t-test results which shows the value of Sig. of 0.004 < 0.05.; 2) Store atmosphere shows a partially significant effect on the variable of repurchasing intention. This can be proven through the results of the t-test which shows the value of Sig. 0.007 < 0.05.; 3) The application of health protocols shows a partially significant effect on the variable of repurchase intention. This can be proven through the results of the t-test which shows the value of Sig. 0.014 < 0.05.; and 4) Service quality, store atmosphere, application of health protocols have a significant effect simultaneously on repurchase intention.

Keywords

Service quality, store atmosphere, application of health protocols, repurchase intention,bookstore.