Word of Mouth Marketing in increasing the repurchase intention of Private label product in Minimarket
Irma Ambarsari (a) ; Heny Hendrayati (b)
a) Universitas Pendidikan Indonesia
Jl Dr Setiabudi no 229 Bandung 40154 Indonesia
Irma.ambarsari[at]upi.edu
b) Universitas Pendidikan Indonesia
Jl Dr Setiabudi no 229 Bandung 40154 Indonesia
henyhendrayati[at]upi.edu
Abstract
The development of private label products for products sold by retailers is increasing. This condition is an opportunity to increase sales. Retailers can reduce fixed costs with private label sales and require a strategy to encourage consumers to repurchase the product. Word of Mouth Marketing (WOMM) was used to overcome the repurchase intention problem in this study. The research objective was to determine how much influence the performance of Word of Mouth Marketing on Repurchase Intention on private label products in minimarkets. The subjects of this study were minimarket consumers who used 115 private label products. The type of research used was descriptive and verification. Explanatory survey method with cluster sampling technique, sampling calculation using iteration method with sample. Data analysis techniques using path analysis. The results in the study state that Word of Mouth Marketing has an effect on repurchase intention. The performance of Word of Mouth Marketing has a positive and significant influence on the repurchase intention of private label products.
Keywords: Word of Mouth Marketing, Repurchase Intention, Private Label, Minimarket
Topic: Marketing Management