Marketing strategies that affect repeat purchase intentions Consumer products online

Abstract

This research article has the objectives: 1) study marketing strategies used in selling products online 2) compare intentions to repurchase consumer products through the online system. Classified by personal factors and 3) study marketing strategies that affect the intention to repurchase consumer products online. The research format is quantitative research. The sample group is 400 consumers who have experience purchasing consumer products online. A simple random sampling method was used. There is 1 type of instrument used in the research: a questionnaire is a tool for collecting data. Data were analyzed using basic statistics such as frequency, percentage, mean, and standard deviation. Test value, one-way analysis of variance test Analysis of correlation coefficients and Multiple regression analysis the research results found that 1. Marketing strategy level of consumers who have experience in purchasing consumer products online. Overall and in each aspect, it is at a high level. 2. Comparison Classified by personal factors, it was found that gender, age, status, and educational level gave a high level of Intention to purchase consumer products online no different Occupation and average monthly income The level of intention to purchase consumer products through the online system is different. 3. Marketing strategies regarding locations or distribution channels Marketing with network groups and opinions or criticisms Affects the intention to purchase consumer products online.