Pengaruh Citra Toko, Lokasi dan Persepsi Harga Terhadap Keputusan Pembelian Ulang
Keywords:
Store Image, Location, Price Perception, Repurchase DecisionsAbstract
This study aims to examine the effect of store image, location, and price perception on consumer repurchase decisions. Data was collected through questionnaires from 100 respondents who had shopped at retail stores in Surabaya city. Data analysis was carried out using multiple linear regression. The results showed that store image, location, and price perception significantly influenced repurchase decisions. In this case, price perception is the variable that has the most influence on repurchase decisions. The implication of this research is the importance of retail stores paying attention to the quality of store image, strategic location, and providing prices that are in accordance with consumer perceptions to increase repurchase decisions.
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