Pengaruh Word Of Mouth, Sponsorship, Dan Product Quality Terhadap Repurchase Intention
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Abstract
Penelitian ini dilakukan untuk menguji pengaruh Word of Mouth, Sponsorship, dan Kualitas Produk terhadap Repurchase Intention pada konsumen Livoc Product Indonesia di Kota Malang. Penelitian ini bersifat eksplanatif dengan menggunakan pendekatan kuantitatif. Penelitian eksplanatif dirancang untuk memberikan penjelasan terhadap variabel yang diteliti dan hubungan antar variabel tersebut. Sebanyak 283 responden dari populasi konsumen Livoc Product Indonesia di Kota Malang dimasukkan ke dalam sampel. Teknik pengambilan sampel yang digunakan adalah probability sampling dengan simple random sampling. Instrumen penelitian diuji dengan menggunakan uji validitas, uji reliabilitas, dan uji asumsi klasik. Analisis data dilakukan dengan menggunakan analisis regresi linier berganda, uji F, dan pengujian hipotesis dengan uji t yang dihitung dengan IBM SPSS versi 25. Hasil penelitian menunjukkan bahwa variabel Word of Mouth dan Kualitas Produk berpengaruh signifikan secara parsial terhadap Repurchase Intention. Namun, variabel Sponsorship tidak berpengaruh signifikan terhadap Repurchase Intention, artinya tidak berperan besar dalam meningkatkan Repurchase Intention pada konsumen Livoc Product Indonesia di Kota Malang.
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