ANALYZING FACTORS THAT DRIVE REPURCHASE INTENTION OF HERBALIFE NUTRITION SHAKE PRODUCT IN MANADO
Abstract: Herbalife Nutrition
through the distributors provided a Nutrition Club that they called a place for
breakfast and work out. In Manado, there lots of nutrition Club that has been
operated since two years ago. The existence of this club indicates repurchase
intention of this particular brand. The object of this study is to define the
factors that drive customer intention to purchase Herbalife Shake products in
Manado. This research is categorized an
associative study and used quantitative method which utilizes confirmatory
factor analysis as the tool of analysis. This study obtains primary data and
sample is collected from Herbalife Nutrition Club members in Manado. The
research results show that Customer Engagement factor, Product quality, Reference
group, reliability, promotional, product packaging, tangibility, individual and
psychological factor are the contributing factor in affecting the repurchase
intention.
Keywords: repurchase
intention, customer engagement, product quality, reference group, reliability,
promotional, product packaging, tangibility, individual, psychological factors
Penulis: Yosafat Timotius
Moniaga, Sifrid S. Pangemanan, Farlane S. Rumokoy
Kode Jurnal: jpmanajemendd180221
