Factors that influencing purchase intention of Lubricants between Personal use and Business use

Abstract

The research aimed 1) to identify the factors that affect repurchase intention for Lubricants 2) to understand factors that affect repurchase intention for Lubricant. It is quantitative research, where data were collected through questionnaires during September to October 2020 via online platform. The samples of the population occupying car and decision maker in Lubricants purchasing total of 232 samples. The data was statistically analyzed collected through using descriptive statistics such as percentage, mean, standard deviation. And the test results using the Chi - Square statistic to summarize the relationship between two variables, and Correlation statistics Contingency Coefficient (C) at the significance level of 0.05. The results using statistical computer program. The research found that: the most influential factor on the repurchase intention is customer satisfaction with the beta of 0.540, followed by brand equity with the beta of 0.244 and price with the beta of 0.106, so customer satisfaction has the stronger effect on the repurchase intention than other variables. The more customer satisfies with the lubricant product they have bought. The higher satisfaction, the higher possibility of their repurchase intention. In order to make the customer satisfy with lubricant product, there are 4 variables that need to be focused on which are brand equity, perceived quality, price and promotion since these are the variables that has a positive influence to customer satisfaction.