PENGARUH CITRA MEREK, PENGETAHUAN PRODUK, LINGKUNGAN SEKITAR, POTONGAN HARGA DAN KUPON PADA NIAT BELI ULANG PRODUK REVLON

Setyarini, Maria Niken (2015) PENGARUH CITRA MEREK, PENGETAHUAN PRODUK, LINGKUNGAN SEKITAR, POTONGAN HARGA DAN KUPON PADA NIAT BELI ULANG PRODUK REVLON. S2 thesis, UAJY.

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Abstract

At present time, the business growth competition is very tight, so the strategy to maintain or even to improve the number of customer is very important. To face this phenomenon, Revlon company must keep improving by brand image, price discount, coupon so consumers will remain to committed to use Revlon again in the future. Based on this research background, the developed problem is how to maintain customer enthusiasm to repurchase in the condition of this phenomenon. Therefore, this research aim to analyze influence of brand image, product knowledge, attitude toward price discount, attitude toward coupon and social surrounding toward repurchase intention. This research also aim to analyze there are difference of income level toward repurchase intention. This examination done by using multivariate regression analysis through SPSS for windows ver 20.00 with the number of participants 149 customer of Revlon customers. Based on the results of analysis show that the influence of brand image, product knowledge, attitude toward price discount, attitude toward coupon and social surrounding variables partially and simultaneously significant and positive impact on repurchase intentions. Income level have impact on repurchase intentions.

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