FACTORS AFFECTING DECISION OF RE-PURCHASE IN BANYUMAS TRADITIONAL MARKETS

Mugiarti, Mugiarti (2018) FACTORS AFFECTING DECISION OF RE-PURCHASE IN BANYUMAS TRADITIONAL MARKETS. Proceeding International Conference of Business, Accounting and Economy (ICBAE UMP 2018).

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Abstract

This study is aimed to determine the factors that influence re-purchasedecision in traditional markets. The factors are: price, helpfulness, hospitality, level of comfort, product availability, best service and word of mouth. The subjects of the research are the regular buyers who make transactions in Ajibarang, Wage, and Sokaraja Markets in Banyumas. The sample used in this research is drawn from 160 respondents by using accidental sampling technique. The Structural Equation Modelling is used as the research analysis tool by using AMOS 16.0. The results of hypothesis testing show: (1) the price has positive effect in repurchase decision, (2) helpfulness has positive effect but not significant in repurchase decision, (3) hospitality has positive effect but not significant in repurchase decision, (4) level of comfort has positive effect but not significant in repurchase decision, (5) product availability has positive effect in repurchase decision, (6) best service has positive effect in repurchase decision, (7) word of mouth has positive effect in repurchase decision, (8) word of mouth is the most significant variable which influences repurchase decision.

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