PENGARUH PROMOSI DAN NILAI PELANGGAN TERHADAP MINAT BELI ULANG PADA MARKETPLACE LAZADA

Abstract

The aims of this study are: 1. To find out the description of promotions and customer value on repurchasing interest in the Lazada marketplace. 2. To find out the effect of promotions and customer value on repurchasing interest in the Lazada marketplace. Either simultaneously or partially. This study used a library and field research design. the sample in this study were students/I Semester VI Management Study Program Semester VI T.A. 2022/2023 at STIE Sultan Agung Pematang Siantar using the Lazada marketplace, totaling 54 people. The types of data used in this study are qualitative data and quantitative data. Sources of data used are primary data and secondary data. Data collection techniques were carried out using questionnaires, interviews and documentation. The research instrument test used is the validity test and reliability test. Data analysis techniques used were normality test, qualitative descriptive analysis, and quantitative descriptive analysis. The results of this study can be concluded as follows: 1. Promotion, Customer Value and Repurchase Intention are good. 2. The results of the regression analysis show that there is a positive influence between promotions and customer value on repurchase intention either simultaneously or partially. 3. The results of the correlation coefficient analysis show that there is a moderately high correlation relationship between promotions and customer value on repurchase intention. High and low repurchase interest can be explained by promotions and customer value. 4. The results of the hypothesis test stated that H0 was rejected, meaning that promotions and customer value had a positive and significant effect on repurchasing interest in the Lazada marketplace both simultaneously and partially.