PENGARUH PRODUK, HARGA, PROMOSI, DAN MERK TERHADAP KEPUTUSAN PEMBELIAN ULANG

Abstract

The purpose of this research is to find out the influence of product, price, promotion and brand to the repurchasing
decision at UD. GALARASA in Surabaya. The respondent of this research is all customers who have
ever done the re-purchasing at UD. GALARASA in Surabaya. This research applies case study and field study.
The sample has been selected by using purposive sampling method in which the sample collection technique is
done based on certain consideration. The total numbers of all respondents are 95 peoples. The data analysis
technique has been done by using multiple linear regressions. The result of the research shows that the product
has positive and significant influence to the re-purchasing decision at UD. GALARASA in Surabaya; price has
significant influence to the re-purchasing decision of at UD. GALARASA in Surabaya; promotion has positive
and significant influence to the re-purchasing decision at UD. GALARASA in Surabaya; brand has positive and
significant influence to the re-purchasing decision at UD. GALARASA in Surabaya. Among these variables,
brand is the variable which has dominant influence to the re-purchasing decision at UD. GALARASA in
Surabaya.
Keywords: Product, Price, Promotion, Brand, Re-Purchasing Decision.