INFLUENCE STUDIES OF SALES PROMOTION, BRAND IMAGE, AND PRODUCT QUALITY TO MITSUBISHI TRUCK RE-PURCHASE INTENTION IN JABODETABEK
Andy Pramana Kusuma and Dr. Effy Zalfiana Rusfian
Departemen Ilmu Administrasi Bisnis, Fakultas Ilmu Administrasi, Universitas Indonesia
Abstract
To maintain sustainability of the company in selling a product and increasing revenue, The Company need to maintaining and increasing repurchase intention of product, including in commercial vehicle / truck products. Truck vehicles have been one of the important needs for every business in running their business especially to carry out the products produced and deliver the products. Mitsubishi truck vehicle is pioneer of commercial vehicles in Indonesia which has been engaged for 49 years in Indonesia and become market leader for commercial vehicle in Indonesia. Jabodetabek (Jakarta-Bogor-Depok-Tangerang-Bekasi) is one of megapolitan areas in Indonesia which produces the largest GDP for Indonesia. So the purpose of this studi is to analyze the effect of sales promotion, brand image, and product quality against repurchase intention from Mitsubishi truck consumers, especially in the Jabodetabek area. Survey method is by using data from Mitsubishi truck consumers who has ever purchased Mitsubishi truck. The questionnaire was distributed to some respondents, then analyzed by applying descriptive and inferential statistic techniques using Structural Equation Modelling (SEM). The result of this study indicates the existence of positive impact relationship of sales promotion, brand image, and product quality against repurchase intention. The results of this study can be used as a reference for company in making strategic decision to increase repurchase intention.
Keywords: repurchase intention, sales promotion, brand image, product quality, Mitsubishi truck, Jabodetabek.
Topic: Marketing Management