ANALISIS FAKTOR-FAKTOR YANG MEMENGARUHI MINAT BELI ULANG PADA BRIGHT CONVENIENCE STORE & CAFÉ (Studi pada Bright Convenience Store&Café SPBU Undip Tembalang)

Abstract

Today, in this modern society, retail business has already growing rapidly. Supported by Indonesian society economics growth. With appears of ne niche industry, with itself invite business players who have capablity to join this promising industry. One kind of retail have rapid growth in Indonesia is convenience store model. Indonesian metropolitan society already knew well about this kind of business which already widespread. This model offer customer of ordinary mini market plus ready serve food and beverages with convenience place to stay. The needs in youth grow rapidly until today. This kind of potential which didn’t maximize yet by Bright Convenience Store. This research analyze the impact of Service Quality, Store Environment, and Brand Awareness to Customer Satisfaction and its implication to Repurchase Intention. Research problem appears from sales data Bright of certain outlet against another outlet in the same city, low brand awareness compared to another business players, and also research gap from previous which already state the connection between Service Quality and Repurchase Intention nor Service Quality, Customer Satisfaction, and Repurchase Intention. This research using Structural Equation Modelling (SEM) analysis with AMOS software. Hereby, we can give conclusion that these result can be used to this research. With the output, to give improvement to Repurchase Intention of customer, we must increase the performance of Service Quality through Customer Satisfaction, Store Environment, and Brand Awareness to be apply to another outlet of Bright Convenience Store.