"The Effect of Service Quality, Sales Promotion, and Product Variety on Repurchase Decision at Swalayan Syamsuna, Dolopo District, Madiun Regency"; Gading Aryuda Brilliant Saputra, Student ID 22415654, Management Study Program, Faculty of Economics, Universitas Muhammadiyah Ponorogo.
The increasingly intense retail business competition in Dolopo District, Madiun Regency has compelled business operators to continuously innovate their marketing strategies in order to retain customers and stimulate repurchase behavior. As a local retail store, Swalayan Syamsuna faces significant challenges including transaction volume fluctuations and a shift in consumer loyalty toward modern retail outlets that offer more competitive prices, more attractive promotions, and a wider product selection. This study aims to analyze the effect of service quality, sales promotion, and product variety on consumer repurchase decisions at Swalayan Syamsuna, both partially and simultaneously.
This study employed a quantitative approach using a survey method. The population consisted of all consumers who conducted transactions at Swalayan Syamsuna during the period of February to March 2026. Sampling was carried out using accidental sampling technique with a total sample of ≥160 respondents. Data were collected through questionnaire distribution and analyzed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS 3 software, encompassing validity testing, reliability testing, and hypothesis testing.
The findings reveal that service quality does not have a significant effect on repurchase decisions (t-statistics = 0.683; p-value = 0.495). Sales promotion has a positive and significant effect on repurchase decisions (t-statistics = 3.448; p-value = 0.001). Product variety also has a positive and significant effect on repurchase decisions (t-statistics = 3.200; p-value = 0.001). Simultaneously, the three variables collectively explain 70.6% of the variance in consumer repurchase decisions, as indicated by an R Square value of 0.706, while the remaining 29.4% is attributed to other factors not included in this research model.

Keywords: Service Quality, Sales Promotion, Product Variety, Repurchase Decision.