PENGARUHHARGA,WORD OF MOUTHDAN LOKASITERHADAP MINAT BELIULANG MELALUI CITRA PERUSAHAAN

Abstract

This research aimed to examine the effect of price, word of mouth, and location on the re-buying interest of sparepart through the brand image of PT. AUTO2000 Basuki Rahmat, Surabaya. While, the population was consumers who buy original sparepart without having its service and the ones who buy original sparepart plus having its service. The research was quantitative. Moreover, the sampling technique used non-probability sampling. Meanwhile, the data collection technique used purposive sampling with Slovin formula. In line with, there were 100 respondents. Furthermore, the data analysis technique used reliability, validity, classical assumption technique, multiple linear regression, goodness of fit, determination coefficient and t test for hypothesis test with SPSS 20. The research result concluded price, word of mouth, location and brand image had positive and significant effect on the re-buying interest. Another test, it concluded word of mouth and location had positive and significant effect on the brand image. On the other hand, price had negative but insignificant effect on the brand image.

Keywords: price, word of mouth, location, brand image, re-buying interest.