PENGARUH BAURAN PEMASARAN TERHADAP NIAT BERLANGGANAN KEMBALI PADA HARIAN UMUM TIMOR EXPRESS DI KOTA KUPANG

  • Markus Agustinus Foes
  • Antonio E.L. Nyoko
  • Paulina Y. Amtiran

Abstract

This study aims to analyze the influence of the Marketing Mix (Product, Price, Distribution and
Promotion) on the Reguler Repurchase Intention. The method used in this study is a quantitative
method that was done through data collection, interpretation of data and conclusion of results. Data
collection technique in this study is questionnaires with respondents as many as 70 people who are
reguler customers of Daily Timor Express Kupang. This research uses Multiple Linear Regression
Analysis. The result shows that the Product has a positive and insignificant effect on the Reguler
Repurchase Intention, the Price has a positive and significant influence on the Reguler Repurchase
Intention, the Distribution has a positive and insignificant influence on the Reguler Repurchase
Intention, while the the Promotion has a positive and insignificant influence on the Reguler
Repurchase Intention. The simultaneous test results in this study revealed that all Marketing Mix
variables affect the Reguler Repurchase Intention.
Keyword : Reguler Repurchase Intention, Pricing, Product, Distribution Promotion, Marketing
Mix

Published
2019-07-18