Pengaruh Service Quality, Store Atmosphere, dan Word of Mouth Terhadap Repurchase Intention di Batik Lochatara Kediri

Nur Laili Rizka Fajariyah; Umi Nadhiroh; Rike Kusuma Wardhani

doi:10.58192/populer.v4i2.3888

Authors

Nur Laili Rizka Fajariyah Universitas Islam Kadiri
Umi Nadhiroh Universitas Islam Kadiri
Rike Kusuma Wardhani Universitas Islam Kadiri

DOI:

https://doi.org/10.58192/populer.v4i2.3888

Keywords:

Repurchase intention, word of mouth, service quality, store atmosphere

Abstract

This study aims to analyze the effect of service quality, store atmosphere, and word of mouth on repurchase intention of Batik Lochatara Kediri consumers. This research employs a quantitative approach with a causal associative design. Data were collected through questionnaires distributed to 96 respondents who are customers of Batik Lochatara Kediri, selected using accidental sampling. The research instrument was measured using a five-point Likert scale. Data analysis was conducted using multiple linear regression with the assistance of SPSS software, preceded by validity, reliability, and classical assumption tests. The results reveal that partially, word of mouth has a positive and significant effect on repurchase intention, while service quality and store atmosphere do not show a significant effect. However, simultaneously, service quality, store atmosphere, and word of mouth have a significant influence on repurchase intention. These findings indicate that positive consumer recommendations and shared experiences play a more dominant role in encouraging repurchase intention in the context of local batik MSMEs. Therefore, strengthening word-of-mouth strategies is essential to enhance customer loyalty and business sustainability.

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