A Customer Perspective Theory on Retailers' Repurchase Intentions for Air Conditioning Products
DOI:
https://doi.org/10.61079/jkemi.v1i2.19Keywords:
Customer Perspective Theory, Retailers' Repurchase, Air Conditioning ProductsAbstract
This study used well-known air conditioning companies as case studies to examine how corporate reputation in Medan City retail outlets mediated the relationship between brand equity, product quality, and repurchase intentions. This study employed quantitative methods as part of its causal-descriptive design. Using PLS-SEM, the concept is empirically confirmed. Questions were asked to gather information. Out of the five retail companies in Indonesia that distribute AC items from different brands, Medan has 99 clients. Customer repurchase intention (R2 = 0.904) and customer-based company reputation (R2 = 0.877) are strong indicators of a well-fitting model. Even though factors like product quality, customer experience, and company reputation significantly impact consumers' intentions to repurchase, customer brand equity is still relatively small. A statistically significant correlation exists between a company's reputation among its customers and their propensity to buy from that company again. These findings will benefit sales, electronics companies (particularly those making air conditioners), and other interested parties.
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