PENGARUH STORE ATMOSPHERE, BRAND IMAGE DAN CONSUMER INNOVATIVENESS TERHADAP CONSUMER REPURCHASE INTENTION PADA MCDONALD’S A YANI PADANG

EKO, FIKRIANDO (2020) PENGARUH STORE ATMOSPHERE, BRAND IMAGE DAN CONSUMER INNOVATIVENESS TERHADAP CONSUMER REPURCHASE INTENTION PADA MCDONALD’S A YANI PADANG. Masters thesis, Universitas Andalas.

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Abstract

Penelitian ini dilakukan bertujuan untuk mengetahui faktor-faktor yang mempengaruhi pengaruh store atmosphere brand image dan consumer innovativeness terhadap consumer repurchase intention pada mcdonald’s ahmad yani padang. Variabel independen pada penelitian ini diantaranya store atmosphere, brand image, dan consumer innovativeness, sedangkan consumer repurchase intention dijadikan sebagai variabel dependen. Teknik pengambilan sampel dilakukan dengan purposive sampling sehingga didapatkan 170 responden yang dijadikan sebagai sampel penelitian. Teknik analisis data yang digunakan dalam penelitian ini adalah regresi linear berganda, dimana hasil yang diperoleh yaitu store atmospehere, brand image dan consumer innovativeness memiliki pengaruh yang signifikan serta bernilai positif. Kata Kunci : store atmosphere, brand image, consumer innovativeness, consumer repurchase intention ABSTRACT This research was conducted to study the factors that influence the influence of brand image store atmosphere and consumer innovation on consumer repurchase intentions on Ahmad Yani McDonald's. The independent variables in this study are store atmosphere, brand image, and consumer innovation, while consumer repurchase intentions are used as the dependent variable. The sampling technique was done by purposive sampling so that 170 respondents were obtained as research samples. The data analysis technique used in this study is multiple linear regression, where the results obtained are store atmosphere, brand image and consumer innovation have a significant influence and positive value. Keywords : hedging, instrument derivatives, financial distress, liquidity ratio, size

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