Analyzing the Effect of the Product, Price Perception, and Promotion on Customer Loyalty to the Product of PT. EBARA Indonesia with Repurchase Intention

Andreas Natanael,Syafrizal Chan

doi:10.32996/jbms.2021.3.2.6

Andreas Natanael, Syafrizal Chan

Open Access

https://doi.org/10.32996/jbms.2021.3.2.6

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Abstract

This study aimed to analyze the effect of the product, price perception, and promotion on customer loyalty to the product of PT. EBARA Indonesia with repurchase intention as an Intervening Variable. The number of research respondents was 137 respondents. The approach used in this research is quantitative. The data used in this study are primary data from the results of filling out the questionnaire. The data resulting from the filling was then analyzed through the Partial Least Square-Structural Equation Modeling (PLS-SEM) analysis technique with the help of the SmartPLS program. Following the results of the analysis, it can be concluded: (: (1) PT. EBARA Indonesia's products have a positive and significant effect on consumer repurchase intention with a coefficient; (2) The price perception of PT. EBARA Indonesia's products have a positive and significant effect on consumer repurchase intention; (3) Product promotion of PT. EBARA Indonesia has a positive and significant effect on consumer repurchase intention; (4) Repurchase intention products of PT. EBARA Indonesia has a positive and significant effect on consumer customer loyalty (5) Products of PT. EBARA Indonesia has a positive and insignificant effect on consumer customer loyalty ; (6) The price perception of PT. EBARA Indonesia's product has a positive and insignificant effect on consumer customer loyalty; (7) Product promotion of PT. EBARA Indonesia has a positive and insignificant effect on consumer customer loyalty; (8) PT. EBARA Indonesia's product has positive and negative effects. Significant impact on consumer customer loyalty through repurchase intention; (9) PT. EBARA Indonesia's product prices have a positive and significant effect on customer loyalty through consumer repurchase intention; (10) Promotion of PT. EBARA Indonesia has a positive and significant effect on customer loyalty through consumer repurchase intention.

Highlights

1 Competition for pump sales for industrial products is getting more challenging in line with the increasing number of similar products circulating in the market, both new products and existing products
This study aims to analyze the product, price perception, and promotion on customer loyalty to PT
Quantitative analysis is carried out through the Partial Least Square - Structural Equation Modeling (PLS-SEM) method to determine the effect of the product, price, and promotions variables on customer loyalty with purchase intention as an intervening variable

Summary

Introduction

1 Competition for pump sales for industrial products is getting more challenging in line with the increasing number of similar products circulating in the market, both new products and existing products. This situation requires companies to make various efforts if they do not want to lose consumers to maintain their market share. Companies must understand well the behavior of consumers, namely selling and promoting goods or services with good quality and attractive services. If this can be implemented, the company will have the opportunity to gain greater profits than competitors.

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