THE INFLUENCE OF LIFESTYLE, REFERENCE GROUPS, AND COUNTRY OF ORIGIN ON REPURCHASING INTENTIONS FOR MARLBORO CIGARETTES
Abstract
Seiring dengan globalisasi, memunculkan pasar global yang dapat diikuti oleh perusahaan di seluruh dunia. Persaingan tidak hanya tentang karakteristik atau kualitas produk, tetapi juga tentang kemampuan perusahaan untuk bersaing di pasar dunia. Perusahaan tembakau besar seperti Marlboro memiliki persaingan yang ketat di pasar global. Pasalnya, konsumen perusahaan rokok Marlboro bisa ditemukan hampir di seluruh wilayah dunia. Persaingan dengan merek lain tidak dapat dihindari membuat manajemen perusahaan tidak hanya menarik niat beli konsumen baru tetapi juga niat beli ulang dari konsumennya. Tujuan dari penelitian ini adalah untuk mengetahui peran gaya hidup, kelompok referensi, dan negara asal terhadap niat untuk membeli kembali rokok Marlboro. Penelitian ini menggunakan 100 sampel dengan cara purposive sampling. Data diperoleh dari tanggapan kuesioner dengan analisis data regresi linier berganda. Hasil penelitian menunjukkan bahwa gaya hidup berpengaruh signifikan terhadap niat beli ulang rokok Marlboro. Selain itu, niat untuk membeli kembali rokok Marlboro juga dipengaruhi oleh adanya kelompok referensi. Negara asal terbukti mempengaruhi minat beli konsumen terhadap rokok Marlboro. Semua variabel penelitian secara bersama-sama berpengaruh signifikan terhadap niat beli ulang rokok Marlboro. niat untuk membeli kembali rokok Marlboro juga dipengaruhi oleh adanya kelompok referensi. Negara asal terbukti mempengaruhi minat beli konsumen terhadap rokok Marlboro. Semua variabel penelitian secara bersama-sama berpengaruh signifikan terhadap niat beli ulang rokok Marlboro. niat untuk membeli kembali rokok Marlboro juga dipengaruhi oleh adanya kelompok referensi. Negara asal terbukti mempengaruhi minat beli konsumen terhadap rokok Marlboro. Semua variabel penelitian secara bersama-sama berpengaruh signifikan terhadap niat beli ulang rokok Marlboro.
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DOI: https://doi.org/10.56348/mark.v2i2.53
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