Pengaruh Variasi Produk dan Store Atmosphere Terhadap Kunjungan Kembali Konsumen Kilat Kuphi Jalan Garuda Kota Medan

Abstract

The culinary industry in Indonesia, especially in Medan City, is experiencing rapid growth along with the changing lifestyle of people who prioritize convenience and diversity in the dining experience. One form of adaptation of this trend is the emergence of foodcourt concepts such as Kilat Kuphi, which provides a variety of culinary choices in one location with an atmosphere that supports social interaction. This study aims to analyze how product variations and store atmosphere on consumer revisits Kilat Kuphi Jalan Garuda Medan City. the influence of the three variables will be analyzed partially and simultaneouslt. The form of research used is quantitative with an associative approach. The population in this study were consumers of kilat kuphi Jalan Garuda who were at that location. The sample used was 100 respondents, the sample approach used in this study was non-probability sampling in the form of purposive sampling. Primary data obtained through direct questionnaire distribution and secondary data obtained through literature studies. The analysis methods used are validity test, reliability test, classical assumption test, multiple linear regression, partial test, simultaneous test, and determination test and are processed through a statistical analysis program. The results of the research conducted show that product variations (X1), and store atmosphere (X2) partially and simultaneously affect return visits (Y) at Kilat Kuphi Jalan Garuda Medan City. Based on the coefficient of determination test, it is found that the magnitude of the relationship between the variable product variation (X1), and store atmosphere (X2) on the revisit variable (Y) with an R value of 0.686. Through the adjusted R square value, it is also known that the variable between product variation and store atmosphere contributes 46% to the revisit variable while the remaining 54% is influenced by other variables not discussed in this study.