PENGARUH BAURAN PEMASARAN DAN WORD OF MOUTH (WOM) TERHADAP MINAT BELI ULANG PADA KONSUMEN COZY LIVING INTERIOR DESIGN DAN FURNITURE CONTACTOR

Abstract

This research aimed to find out the effect of mix market and word of mouth (WOM) on the repurchase intention at the customers of Cozy Living Interior Design and Furniture Contractor. The sample collection method used purposive sampling i.e. a sample selection from the information taken with certain criteria whether the customers use the service of Cozy Living Interior minimum 21 years old. The determination of the sample amount of this research used lameshow formula and it obtained 100 sample or respondents. Moreover, the data analysis technique used reliability test, validity test, classic assumption test, multiple linear regressions analysis, goodness of fit test, and the determination coefficient analysis also t test as the hypothesis test managed by SPSS program 25 version. Based on the research result, the test found that all the variables had positive and significant effects on the repurchase intention company’s customers. The variable mix market and word of mouth (WOM) had a positive and significant effect on the repurchase intention of the customers. It showed that the bigger of the mix market and word of mouth, therefore the repurchase of the company’s customers would experience an increase.
Keywords: Mix market, word of mouth, repurchase intention.