Research Paper
Year: 2019 | Month: May | Volume: 6 | Issue: 5 | Pages: 32-39
The Influence of Service Quality and Promotion on Consumers’ Repurchase Decision with Shopping Life Style as a Variable Moderating at Franchise Minimarket in Medan
Conny Ivana Sianturi1, Dr. Endang S. Rini1, Dr. Beby K. Fawzeea Sembiring1, Juhar Monang S. Tambun2
1Faculty of Economy & Business, Department of Management Science, USU,
2Department of Economy Statistic, Politeknik Statistika STIS
Corresponding Author: Conny Ivana Sianturi
ABSTRACT
The level of sale in franchise minimarkets in Medan City is low comparing with increase in its quantity. It indicates that the quantity does not guarantee the increase in sale. Therefore, attention should be paid to its quality rather than its quantity in Medan. As time and technology developed, its management should pay full attention to people’s shopping lifestyle in Medan. The objective of the research was to find out and to analyze the influence of service quality and promotion on consumers’ repurchase decision with shopping life style moderating variable. The population was 325 franchise mini markets, Indomaret and Alfamart, in 21 sub-districts in Medan. The researcher used two stage cluster random sampling technique so that there were 6 sub-districts and 12 mini markets. The samples were 110 respondents, taken by using accidental sampling technique. The data were analyzed by using moderate regression analysis (MRA). The result of the analysis showed that partially, service quality and promotion had positive and significant influence on consumers’ repurchase decision. Shopping lifestyle could moderate the positive and insignificant influence of service quality on consumers’ repurchase decision, and it could moderate negative and insignificant influence of service quality on consumers’ repurchase decission.
Key words: Service Quality, Promotion, Shopping Life Style, Consumer’s Repurchase Decision
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