Pengaruh Bauran Pemasaran Terhadap Kepuasan Konsumen dan Perilaku Pembelian Ulang Produk Rabbani pada Konsumen di Kota Langsa Aceh

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.