PENGARUH KUALITAS PRODUK, STORE ATMOSPHERE, VARIAN PRODUK DAN KEPUASAN KONSUMEN TERHADAP MINAT BELI ULANG PADA SUPERMARKET RAMAYANA TEBING TINGGI

This research aims to determine the influence of product quality, store atmosphere, product variants and consumer satisfaction on repurchase interest at the Ramayana Tebing Tinggi supermarket. The research method used is a quantitative method using SPSS version 25.00 which was collected from the results of distributing questionnaires to Ramayana Supermarket consumers. The analytical method used in this research is using instrument tests, namely validity and reliability tests. Classic assumption tests are normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis, analysis of the coefficient of determination (R2), hypothesis tests namely T test and F test. The results of SPSS in this research are that product quality influences repurchase interest, store atmosphere has no effect on repurchase interest, product variants have an effect on repurchase interest, consumer satisfaction has no effect on repurchase interest, product quality, store atmosphere, product variants and consumer satisfaction have a simultaneous effect on repurchase interest.