The Influence of Discount towards Repurchase Intention on Local Customers CV. Risman Wijaya Keramik
Devira Qibtiyah (a)*, Ratih Hurriyati (b), Heny Hendrayati (c)

(a) Management Study, Universitas Pendidikan Indonesia, Jalan Setiabudi No. 229, Bandung 40154, Indonesia
*deviraqibtiyah[at]student.upi.edu
(b) Management Study, Universitas Pendidikan Indonesia, Jalan Setiabudi No. 229, Bandung 40154, Indonesia

Abstract

CV. Risman Wijaya Keramik is a company engaged in the field of pottery. Over the past three years sales have declined. Therefore, CV. Risman Wijaya Keramik carries out promotional strategies by giving discounts. This study aims to determine how the effect of giving discounts on repurchase intention in local customers CV. Risman Wijaya Keramik. The research method used is survey technique with a sample of 57 customers, the research instrument used was questionnaire in the form of a Likert scale with category values 1-7. The results showed that based on data, in three dimensions the discount includes the size of the discount, the time of the discount and the type of product that gets the discount can show. Thus, based on the results of this study, it can be concluded that there is a positive and significant influence between the two variables among the discounts to repurchase intention.

Keywords: Promotional Strategies, Discount, Repurchase Intention

Topic: Marketing Management