PENGARUH PROMOSI ONLINE DAN HARGA TERHADAP NIAT BELI ULANG (REPURCHASE INTENTION) (STUDI PADA PIZZA STAR HOTS DI PONTIANAK)

Abstract

This research’s background is by competition in business industry condition from time to time that more and more strict, with that the company must make a new marketing strategy to maintain and seize market segment that more higher.  The purpose of this research is to examine and analysed influence of each variable online promotion (X1) and Price (X2) toward Repurchase Intention.

Sample in this research are 45 respondent that are customers in Star hots Pizza in Pontianak, take by Purposive sampling technique. Method that used is with spread the questioner to all respondent. Data analysis done by doubled linear regression analyses.

The result of this research indicate that in partial way, Price variable was prove that have positive and significant variable. Other variable like online promotion was prove that have positive influence but not significant toward Repurchase Intention.

Keyword : online promotion, price, and Repurchase Intention