PENGARUH LAYANAN, REPUTATION, PREFERENCE DAN WORD OF MOUTH TERHADAP REPURCHASE INTENTION (STUDI KASUS PADA PT. NTRONIK LINTAS NUSANTARA, SEMARANG)

Abstract

Background that occur in the PT. Ntronik Lintas Nusantara is there was a decline in sales during 2009-2015. Most of the sales turnover PT. Ntronik Lintas Nusantara comes from consumers who make purchases again, this issue indicates a decrease in customer interest for repurchase.
The purpose of this study was to analyze the influence of service, reputation, word of mouth and the preference of the customer repurchase intention PT. Ntronik Lintas Nusantara.
The population of this research are all consumers of PT. Ntronik Lintas Nusantara Semarang currently numbering 542 customers. The sampling technique was by purposive sampling. The samples used were 153 customers of PT. Ntronik Lintas Nusantara. The analysis method used is quantitative analysis, including analysis of descriptive statistics, regression analysis, and testing the model goodness.
Based on test results service, reputation, word of mouth preference and positively affects customer repurchase intention PT. Ntronik Lintas Nusantara. The regression model can be used to predict the repurchase intention. while repurchase intention able to be explained by the independent variable is service, reputation, preference, and word of mouth is 83.8%.
Keywords: service, reputation, preference, word of mouth, repurchase intention.