Pengaruh Harga, Store Atmosphere, Dan Nilai Pelanggan Terhadap Minat Beli Ulang Durian

The convenience of place is an essential factor for consumers in making purchases. Cafe Duriand provides a convenient place for consumers who will enjoy durian directly at the point of sale. The purpose of this study was to analyze the effect of price, store atmosphere, and customer value that affect repurchase interest, to determine the effect of price, store atmosphere, and customer value on consumer perceptions, to analyze the effect of price, store. the atmosphere and customer value have a direct or indirect influence on repurchase intention through consumer perception and analyze consumer perception as an intervening variable that influences the price, store atmosphere, and customer value on repurchase intention. Accidental Sampling sampling technique using the Hair formula. The data used are primary data based on the results of filling out questionnaires and interviews with respondents. Data analysis using Path Analysis and Sobel Test with the help of SPSS software. The results showed that the variables of price, store atmosphere, and customer value had a positive effect on repurchase interest. The results of the Sobel test show that consumer perception variables are able to mediate price and store atmosphere variables on repurchase interest