European Academic Research ISSN 2286-4822
ISSN-L 2286-4822
Impact Factor: 3.4546 (UIF)
DRJI Value : 5.9 (B+)
Article Details :
Article Name :
Increasing Consumer Buying Satisfaction through Brand Personality with the Strength of Physical Retail Environment and Store Preference
Author Name :
YUNELLY ASRA TEGUH WIDODO
Publisher :
Bridge Center
Article URL :
Abstract :
This study aims to determine the effect of Physical Retail Environment and Store Preference on Consumer Buying Satisfaction through Brand Personality in traditional retail traders in Bengkalis Regency. This type of research is explanatory research design. Data collection was done by probability sampling with a purposive method. Data analysis was done by perception analysis, frequency distribution and multiple regression using SPSS version 20.0. The results of this study shown that Store Preference and Physical Retail Environment factors are not considered by consumers in determining the Brand Personality of Traditional Retailers in Bengkalis Regency but Consumer Buying Satisfaction is influenced by both factors when entering the Brand Personality as the moderator factor.
Keywords :
Physical Retail Environment, Store Reference, Consumer Buying Satisfaction, Brand Personality
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