PENGARUH HARGA DAN REFERENSI KOMUNITAS TERHADAP MINAT BELI ULANG PRODUK KECANTIKAN WARDAH DI KOTA PADANG

Abstract

This study examined the effect of the reference price and the reference community to repurchase
interest in beauty products Wardah in Padang city, respondents of this study is that consumers
are interested in purchaseg beauty products Wardah in Padang city. With the sample size is 80
respondents, Engineering samples here with purposive sampling method. Data were collected through
questionnaires given directly to the respondent. The first are composed of the independent variable price
and the reference community. The second is the dependent variable of re-purchase interest. The results
of this study found that, hypothesis testing significantly influence the price of buying interest again and
reference community significantly influence buying interest again. Company, it is advisable to increase
cooperation in the reference community in various media such as advertising and sponsorship of events
that members of the community, because it largely determines the re-purchase interest by consumers.
Keywords : Price, reference communities, re-purchase interest.