Pengaruh Customers Knowledge, Customers Experience, dan Customers Satisfaction terhadap Repurchase Intention Produk Liquid Vape (Studi pada Pengguna Vape di Kota Medan)

Abstract

The increasing use of liquid vape products in Medan City has created a large and competitive market. With numerous brands and variants available, it is crucial for producers to understand the factors influencing consumer purchasing decisions. Customers' Knowledge refers to the total information a consumer possesses about various other knowledge related to the product. Customers' Experience encompasses the customer's previous experiences through direct or indirect communication. Customers' Satisfaction is an individual's feeling after comparing the performance or results they perceive with their expectations, thus satisfaction level is a function. Repurchase Intention refers to the condition where a consumer who buys a product for the first time in a small quantity can be categorized as a trial. This research aims to analyze the influence of consumer knowledge, consumer experience, and consumer satisfaction on the repurchase intention of liquid vape products in Medan City. The analysis is conducted both partially and simultaneously to examine how each of these variables influences repurchase intention. This study employs a quantitative associative approach, focusing on liquid vape users. A sample of 100 respondents was selected using purposive sampling. Primary data was collected through questionnaires, while secondary data was obtained from a literature review. Data analysis involved tests for validity, reliability, classical assumptions, multiple linear regression, partial testing, simultaneous testing, and coefficient of determination, using SPSS software.. The results of this study indicate that Customers' Knowledge (X1), Customers' Experience (X2), and Customers' Satisfaction (X3) have a significant influence on Repurchase Intention (Y). The coefficient of determination (R²) of 0.873 suggests a very strong relationship between the variables, with an adjusted R² of 74.4%. It can be concluded that consumers' knowledge, experience, and satisfaction significantly affect their intention to repurchase liquid vape products. This research is expected to serve as a reference for producers in formulating effective marketing strategies.