The Influence of Community Bonding and Advocacy Bonding on Repurchase Interest of Parepare Beauty Clinic Doc Customers
Main Article Content
Abstract
Introduction: The aesthetic industry in Indonesia is very broad and promising with promising market share growth. The more aesthetic service clinics there are, the more selective consumers will be in choosing beauty treatment places which can certainly attract consumers with the superior products they offer. This is the challenge for companies, where companies need to understand consumer behavior in order to maintain consumers and business existence.
Objectives: This research aims to analyze the influenceCommunity Bonding and Advocacy Bonding Regarding the Repurchase Interest of Beauty Clinic Doc Customers.
Methods: This type of research is observational with a cross sectional study design. The population of this research was 1,085 customers and the sample was 186 customers selected purposively. The collected data was analyzed using multiple linear regression tests.
Results: The research results showed that the majority of respondents were female (77.4%). The results of partial multiple linear regression analysis show that there is no influence of community type (p=381) and advocacy (p=0.766) on repurchase intention. The Customer Bonding variable simultaneously influences repurchase interest (F=0.000). The resulting coefficient of determination is 85.6%.
Conclusions: The conclusion is that community and advocacy factors do not influence repurchase interest.