The Influence of Marketing Mix Factors on Repurchase Decisions for Yakult in Tanjung Karang District, Bandar Lampung
Keywords:
Marketing Mix, Repurchase Decision, Consumer Loyalty, Marketing Strategy, YakultAbstract
The background of this research is based on the increasing need for probiotic products due to unhealthy consumption patterns, which makes Yakult a product with high potential. However, there are obstacles in achieving the resale target due to various factors. The problem studied includes the effect of product image, price perception, sales location, and promotion intensity on repurchase decisions. This study aims to analyze the effect of marketing mix factors on repurchase decisions for Yakult products in Tanjung Karang District, Bandar Lampung. This study uses quantitative methods with multiple linear regression analysis to test the relationship between variables. The results showed that all marketing mix factors of product image, price perception, location, and promotion intensity had a significant effect on repurchase decisions. Among the four factors, promotional intensity is the most dominant factor.
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