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

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