Pengaruh Customer Experience dan Promosi Penjualan Terhadap Repurchase Intention (Studi pada Konsumen Nivea Men di Kota Medan)

Abstract

The men's skincare industry in Indonesia continues to grow along with increasing consumer awareness of the importance of self-care. In the face of increasing competition, customer experience and sales promotion are important factors in increasing repurchase intention. Therefore, companies need to improve consumer experience and promotional strategies to encourage repurchase interest in their products. This study aims to analyze how customer experience and sales promotion influence the repurchase intention of Nivea Men products in Medan City. The influence of the three variables will be analyzed partially and simultaneously. The form of research used is quantitative with an associative approach. The population in this study were people in Medan City who used Nivea Men products. With a sample of 96 respondents, the sample approach used in this study was non-probability sampling in the form of purposive sampling. Primary data obtained through direct questionnaire distribution and secondary data. The analysis methods used are validity test, reliability test, classical assumption test, multiple linear regression, partial test, simultaneous test, and determination test and are processed through a statistical analysis program. The results of the research conducted show that customer experience (X1) and sales promotion (X2) partially and simultaneously affect repurchase intention (Y) of Nivea Men products in Medan City. Based on the coefficient of determination test, the magnitude of the relationship between the customer experience variable (X1) and sales promotion (X2) on the repurchase intention variable (Y) is obtained with an R value of 0.874. Through the adjusted R square value, it is also known that the variables between customer experience and sales promotion contribute 75.9% to the repurchase intention variable, while the remaining 24.1% is influenced by other variables not discussed in this study.