PENGARUH MOTIF PEMBELIAN KOSMETIK MELALUI KATALOG TERHADAP MINAT PEMBELIAN ULANG PADA KOSMETIK MEREK ORIFLAME DAN SOPHIE MARTIN DI KOTA PONTIANAK

Abstract

The research aims to investigate and analyse the influence of cognitive purchasing motive and affective purchasing motive towards an interest to repurchase Oriflame and Sophie Martin cosmetics brand in Pontianak city. The research population is all Oriflame and Sophie Martin users in Pontianak city. The samples were 100 respondents from Economics faculty of Tanjungpura university. The methodology of the research is observation and SPSS 16.0 programme to examine validity, reliability, normality, multicolinearity, and heteroskedacity. Besides, multiple linear regression and simultaneous and partial test were used for findings of the research.

The research findings show that according to test F, value F_count is 12,760 with significant level of 0,000, and this score is less that 0,05 showing that independent variablehas positive influence and significant result to dependent variable. Based on partial test (t test) it can be concluded that two independent variables have partial effect on a repurchase interest.

Keywords : Cognitive Purchasing Motive, Affective Purchasing Motive, Repurchase interest.