The Role of Store Atmosphere and Price Discount in Driving Repurchase Intention: The Mediating Effect of Customer Satisfaction

Elika Rani; Wenny Pebrianti; Harry Setiawan; Bintoro Bagus Purmono; Ahmadi

doi:10.61987/jemr.v5i5.3034

Authors

Elika Rani Universitas Tanjungpura
Wenny Pebrianti Universitas Tanjungpura
Harry Setiawan Universitas Tanjungpura
Bintoro Bagus Purmono Universitas Tanjungpura
Ahmadi Universitas Tanjungpura

DOI:

https://doi.org/10.61987/jemr.v5i5.3034

Keywords:

Store Atmosphere, Price Discount, Repurchase Intention

Abstract

This study aims to examine the effects of store atmosphere and price discount on repurchase intention, both directly and indirectly through customer satisfaction as a mediating variable. This research employed a quantitative approach by collecting data through questionnaires from 150 respondents. The data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) to test the proposed relationships among variables. The results indicate that store atmosphere and price discount have significant effects on repurchase intention. Furthermore, customer satisfaction plays a significant mediating role in strengthening the relationship between store atmosphere, price discount, and repurchase intention. The findings highlight that an attractive shopping environment and competitive pricing strategies are essential factors in enhancing customer satisfaction and encouraging repeat purchases. This study implies that retailers should prioritize improvements in store atmosphere and value-based promotional strategies to build long-term customer loyalty and increase repurchase intention.

References

Afinia, S., & Tjahjaningsih, E. (2024). Customer Satisfaction's Influence on Repurchase Intention in Indonesia's E-Commerce Sector. Jurnal Informatika Ekonomi Bisnis, 6(3), 634–639. https://doi.org/10.37034/infeb.v6i3.948

Agarwal, R. (2023). Does Loyalty Program Membership Lead to Repeat Purchase: A Demographic Analysis with Customer Profiling and Machine Learning. Management Dynamics, 23(2), 4–17. https://doi.org/10.57198/2583-4932.1325

Al Hafizi, N. A., & Ali, H. (2021). Purchase Intention and Purchase Decision Model: Multi Channel Marketing and Discount on Medcom.Id Online News Portal. Dinasti International Journal of Digital Business Management, 2(3), 460–470. https://doi.org/10.31933/dijdbm.v2i3

Angula, E., & Zulu, V. M. (2021). Tackling the "Death" of Brick-and-Mortar Clothing Retailers Through Store Atmospherics and Customer Experience. Innovative Marketing, 17(3), 157–168. https://doi.org/10.21511/im.17(3).2021.13

Calvo-Porral, C., & Lévy-Mangin, J. P. (2021). Examining the Influence of Store Environment in Hedonic and Utilitarian Shopping. Administrative Sciences, 11(1), 6. https://doi.org/10.3390/admsci11010006

Chatzoglou, P., Chatzoudes, D., Savvidou, A., Fotiadis, T., & Delias, P. (2022). Factors Affecting Repurchase Intentions in Retail Shopping: An Empirical Study. Heliyon, 8(9), e10619. https://doi.org/10.1016/j.heliyon.2022.e10619

Chen, Y., Lin, C., & Wang, H. (2022). Customer Satisfaction and Repurchase Intention in Retail Industry. Journal of Consumer Behaviour, 21(4), 567–578. https://doi.org/10.1002/cb.2001

Dermawan, O., & Yusuf, T. K. (2026). Toward Holistic Curriculum Management in Islamic Early Childhood Education: A Framework for Integrated Learning Development. Early Childhood Development Gazette, 3(1), 11–22.

Dina, M. Y., & Lama, A. V. (2025). Implementation of Early Syllable Games to Improve Early Childhood Reading Learning. Early Childhood Development Gazette, 2(2), 103–111.

Driantami, N. A. I., & Prasetyo, A. (2022). Peran Store Image terhadap Repurchase Intention dengan Mediasi Customer Satisfaction. Jurnal Ekonomi Syariah Teori dan Terapan, 9(3), 427–438. https://doi.org/10.20473/vol9iss20223pp427-438

Grihani, K. D. N., & Kusumadewi, N. M. W. (2021). The Role of Customer Satisfaction in Mediation the Effect of Customer Relationship Management on Customer Loyalty (Study at Ramayana Bali Department Store Denpasar). European Journal of Business and Management Research, 6(6), 235–239. https://doi.org/10.24018/ejbmr.2021.6.6.1096

Hagtvedt, H., & Chandukala, S. R. (2023). Immersive Retailing: The In-Store Experience. Journal of Retailing, 99(4), 505–517. https://doi.org/10.1016/j.jretai.2023.10.003

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2021). Multivariate Data Analysis (8th ed.). Cengage Learning.

Harianto, J., Asih, S., & Hartati, S. (2026). The Influence of Social Media Use on the Formation of Islamic Values in Early Childhood: An Ex Post Facto Study. Early Childhood Development Gazette, 3(1), 34–44.

Kaur, H. (2024). The Impact of Loyalty Programs on Customer Retention in the Retail Industry. Darpan International Research Analysis, 12, 69–82. https://doi.org/10.36676/dira.v12.i3.57

Kim, S. H., Yoo, S. R., & Jeon, H. M. (2022). The Role of Experiential Value, Novelty, and Satisfaction in Robot Barista Coffee Shop in South Korea: COVID-19 Crisis and Beyond. Service Business, 16(3), 771–790. https://doi.org/10.1007/s11628-021-00467-4

Kotler, P., & Keller, K. L. (2021). Marketing Management (16th ed.). Pearson Education.

Manurung, S. A., Iskandar, T., & Thelma, C. C. (2026). Strategic Planning of Early Childhood Education Principals in Enhancing Educational Quality and Institutional Competitiveness. Early Childhood Development Gazette, 3(1), 1–10.

Mubarok, E. S., Subarjo, B., Raihan, R., Wiwin, W., & Bandawaty, E. (2023). Determinants of Customer Satisfaction and Loyalty Waroeng Steak Restaurant in DKI Jakarta. Cogent Business & Management, 10(3), 2282739. https://doi.org/10.1080/23311975.2023.2282739

Munawaroh, M., & Simon, Z. Z. (2023). The Influence of Store Atmosphere, Service Quality, Product Quality, and Price on Customer Satisfaction. Research of Business and Management, 1(1), 32–40. https://doi.org/10.58777/rbm.v1i1.21

Nouri-Harzvili, M., & Hosseini-Motlagh, S. M. (2023). Dynamic Discount Pricing in Online Retail Systems: Effects of Post-Discount Dynamic Forces. Expert Systems with Applications, 232, 120864. https://doi.org/10.1016/j.eswa.2023.120864

Paramita, E. L., & Saputri, I. A. (2022). The Influence of Brand Loyalty on Customers' Repurchase Decisions of Green Beauty Product. Jurnal Manajemen Bisnis, 13(1), 121–137. https://doi.org/10.18196/mb.v13i1.13028

Petruzzellis, L., Colladon, A. F., Visentin, M., & Chebat, J. C. (2021). Tell Me a Story About Yourself: The Words of Shopping Experience and Self-Satisfaction. Journal of Retailing and Consumer Services, 63, 102703. https://doi.org/10.1016/j.jretconser.2021.102703

Prahasti, D. P., Furqon, M., Anggraini, V., Aldin, F., & Efridita, Q. (2026). Mathematics in the Sandbox: Investigating Spontaneous Mathematical Talk During Free Play. Early Childhood Development Gazette, 3(1), 45–54.

Puspitarini, M. D., Debora, K., Pratama, A. W., Agnovianto, Y., Lisnawati, D. A., Hefdi, M., & Septianingrum, C. (2026). Health Education Through The “Lawan TBC” Movement to Improve Tuberculosis Prevention Knowledge in Islamic Boarding Schools. Communautaire: Journal of Community Service, 5(1), 31–41.

Putra, E., Rufianto, A., Junanto, T., & Suminar, A. (2023). Visual Effect of Merchandising Store Atmosphere, Price Discount on Impulse Buying Behavior of Ramayana Malang Customers. Oikonomia: Journal of Economics and Management Science, 1(1), 29–36. https://doi.org/10.59165/oikonomia.v1i1.13

Raggiotto, F., Compagno, C., & Scarpi, D. (2023). Care Management to Improve Retail Customers' and Employees' Satisfaction. Journal of Retailing and Consumer Services, 72, 103280. https://doi.org/10.1016/j.jretconser.2023.103280

Ratulangi, C. R., Vianney, L. S., Piring, R., Tuuk, G. K., Siagian, E., Towolom, M., & Tiara, T. (2026). Empowering the Digital Generation: Enhancing Financial Literacy and Saving Behavior among Youth. Communautaire: Journal of Community Service, 5(1), 42–56.

Ratumbuysang, M. F. N. G., Atmono, D., Setiawan, A., Bahar, S., Amima, S., Zainadi, M., & Febriansyah, H. (2026). Eco-Entrepreneurship Incubation for High Schoolers: Utilizing AI-Driven Vision Recognition in Wetland Conservation. Communautaire: Journal of Community Service, 5(1), 120–132.

Rofiqoh, I., Yudhawati, D., & Aisiyah, N. (2026). Empowering Advocates: Evaluating a Skill-Booster Intervention for Companions of Gender-Based and Child Violence Victims. Communautaire: Journal of Community Service, 5(1), 93–105.

Sintesa, N., Patoni, P., & Laela, E. (2026). Integrating Sauyunan Local Wisdom into Educational HR Management: A Strategy to Foster Organizational Citizenship Behavior in Primary Schools. Communautaire: Journal of Community Service, 5(1), 81–92.

Susanti, D., Safitri, S. D., Faizin, F., Sanjani, M. A. F., & Lateh, M. (2025). Eradicating bullying, creating a safe and comfortable learning environment through child-friendly schools. Early Childhood Development Gazette, 2(1), 38–48.

Susanto, G. A., & Adiwijaya, M. (2023). The Effect of Visual Merchandise and Store Atmosphere on Purchase Decision with Hedonic Orientation as Moderator: A Study on KKV Store Surabaya. Petra International Journal of Business Studies, 6(1), 1–9. https://doi.org/10.9744/petraijbs.6.1.1-9

Tiwari, A. (2023). E-Commerce Revolution: Exploring the Impact of Online Shopping on Traditional Retail. International Journal for Research in Applied Science and Engineering Technology, 11(11), 2221–2226. https://doi.org/10.22214/ijraset.2023.56923

Vieira, R. A., Aguiar, E. C., Costa, M. F. D., & Policarpo, M. C. (2022). Electronic Technical Assistance Services Quality: Mediation Role of Brand Image and Satisfaction on Repurchase Intention. Revista de Administração da UFSM, 15, 105–122. https://doi.org/10.5902/1983465966419

Wang, Y., Jin, Z. J., Jin, C. H., & Kan, C. (2025). Building Customer Loyalty Through Emotional Connection: How Service Provider Rapport Drives Sustainable Business. Sustainability, 17(6), 2396. https://doi.org/10.3390/su17062396

Wedasuwari, I. A. M., Alfaidzin, T., Nadhirah, D., & Tama, E. Y. (2026). Training and Mentoring on Best Practice Writing Based on Creative and Innovative Learning for Teachers. Communautaire: Journal of Community Service, 5(1), 1–16.

Wildschut, T., & Sedikides, C. (2023). Water from the Lake of Memory: The Regulatory Model of Nostalgia. Current Directions in Psychological Science, 32(1), 57–64. https://doi.org/10.1177/09637214221121768

Xue, J., Rasool, Z., Khan, M. A., Khan, A. I., Khan, F., Khan, A. A., ... Ali, H. (2021). The Influence of Substituting Prices, Product Returns, and Service Quality on Repurchase Intention. Complexity, 2021, 4167340. https://doi.org/10.1155/2021/4167340

Zielke, S., De Toni, D., & Mazzon, J. A. (2022). Cognitive, Emotional and Inferential Paths from Price Perception to Buying Intention in an Integrated Brand Price Image Model. SN Business & Economics, 3(1), 24. https://doi.org/10.1007/s43546-022-00395-z