| dc.description.abstract | Rabbani is the brand ofinstrmt veil released by Amry Gunawan and Nia Kurnia in
1991. The sale of Rabbani product decreases because consumers' satisfaction is
not maximal and their need increases in certain months only. The objective of the
research was to find out and to analyze direct and indirect influence of
independent variables (product, price, location, and promotion) on dependent
variable (repurchasing behavior) with consumers' satisfaction as intervening
variable. The theory used in the research was the theory of marketing
management which was related to product, price, location, promotion,
consumers' satisfaction, and repurchasing behavior. The research used
descriptive quantitative and associative method. The samples consisted of 100
respondents who were members of Rabbani at Langsa, taken by using purposive
sampling technique. The data were gathered by using questionnaires and
conducting documentary study and analyzed by using linear analysis and
probability value test of the first hypothesis up to the eighth hypothesis, using an
SPSS softvvare program. The result of the research showed that the product
directly had positive ~md significant influence on repurchasing behavior and
indirectly had positive and significant influence on repurchasing behavior
through consumers' satiifaction. Price directly had positive and significant
influence on repurchasing behavior through consumers' behavior and indi,~ectly
had positive and significant influence on repurchasing behavior through
consumers' satisfaction. Location directly had positive and significant influence
on repurchasing behavior and indirectly had positive and significant influence on
repurchasing behavior through consumers' satisfaction. Promotion directly had
positive and significant influence on repurchasing behavior, and consumers'
satisfaction directly had positive. and significant influence on repurchasing
behavior of Rabbani product by consumers at Langsa, Aceh. | en_US |
