PENGARUH BAURAN PEMASARAN TERHADAP MINAT BELI ULANG PRODUK YAKULT DI BANDAR LAMPUNG

Abstract

Yakult is a health drink that has existed since 1991 in Indonesia. In 2022, Yakult is the 9th best-selling health drink on the marketplace Shopee, Tokopedia and Bblibli. The purpose of this research is to find out whether there is an impact of the Marketing Mix on the Intention to Repurchase Yakult products in Bandar Lampung. The sample in this study used a nonprobability sampling method and used a purposive sampling technique with 100 respondents. The method in this study is quantitative using multiple linear regression, t test, and f test as test tools. The results of this study indicate that Product and Price have no effect on Repurchase Intention, Place has an influence but not significant on Repurchase Intention and Promotion has a significant effect on Repurchase Intention. And simultaneously (simultaneously) the Product, Price, Place and Promotion variables have a significant influence on Repurchasing Interest.

Keywords : Marketing Mix;Intention to Repurchase.