The Influence Of Price, Promotion and Marketing Event On Customers’ Repurchasing Decision Of Flashy Products

Main Article Content

Ramayani Yusuf
Heny Hendrayati
Mira Veranita
Granit Agustina
Nuniek Dewi Pramanik

Abstract

This research aims to investigate the influence of prices, promotions and marketing events on the customers’ repurchasing decision of Flashy products. The survey was conducted to 221 customers of Flashy Women's Clothing Bandung which is a brand of women's clothing from the age of 15-45 years. The data used for this research was collected through questionnaires distributed to the students of Polytechnic Piksi Ganesha who have had shopping experience in Flashy. This study used a structural equation model (SEM) to evaluate the suitability of the theoretical model being analyzed related to empirical data, and to test the significance of the hypothesis. The results showed that the estimated coefficient of standardized regression in which price, promotion and event marketing have a significant influence on customer’s repurchase decisions.

Article Details

Section
Articles

References

Zhu, B., Kowatthanakul, S., & Satanasavapak, P. (2019). Generation Y consumer online repurchase intention in Bangkok: Based on Stimulus-Organism-Response (SOR) model. International Journal of Retail and Distribution Management, 48(1), 53–69. https://doi.org/10.1108/IJRDM-04-2018-0071
UMKM, B. P. (2008). Pola Pembiayaan Usaha Kecil; Clothing. In Juklak Juknis Pembiayaan Usaha KEcil (Vol. 53, pp. 1689–1699). https://doi.org/10.1017/CBO9781107415324.004
Simatupang, T. M. (2017). Industri Kreatif Jawa Barat. Retrieved from http://e-journal.uajy.ac.id/12860/1/JURNAL.pdf
Senjaya, V., Semuel, H., & Dharmayanti, D. (2013). Pengaruh Customer Experience Quality Terhadap Customer Satisfaction & Customer Loyalty di Kafe Excelso Tunjungan Plaza Surabaya: Perspektif B2C. Jurnal Manajemen Pemasaran Petra, 1(1), 1–15.
Nisa Aghnia, L. A. W. (2016). DIMENSI SERVICE EXPERIENCE DALAM MEMBENTUK REPURCHASE INTENTION. Journal of Business Management Education, 1(3), 65–74.
Inge Barlian, Elvy Maria, Lilian Danil, D. H. (2014). Keunggulan Kreatif Industri Kecil Menengah Fesyen Pada Clothing-Clothing di Kota Bandung. Pengabdian Pada Masyarakat, (94), 0–45.
EKA WARDHANA, R. (2016). Pengaruh Customer Experience Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Intervening (Studi Pada Konsumen Mie Rampok Tahanan Surabaya). Jurnal Ilmu Manajemen (JIM), 4(3), 1–9.
Pengaruh Kualitas Produk dan Promosi Penjualan Terhadap Keputusan Pembelian (Survey Pada Konsumen Clothing Stash Bandung ). (2018). Skripsi Respositari, 1–31.
Pengaruh Kualitas Produk dan Promosi Penjualan Terhadap Keputusan Pembelian Clothing Screamous Bandung. (2007). Skripsi Respositari, 136(1), 23–42