ANALISIS PENGARUH DIVERSIFIKASI PRODUK ELEKTRONIK TERHADAP MINAT BELI ULANG DENGAN REPUTASI PERUSAHAAN SEBAGAI VARIABEL MODERATOR PADA UD. SABAR MENANTI DI GERUNG LOMBOK BARAT

Abstract

The bad economic conditions make competition in the business world becomes more intense, so that this makes employers continuously improve their efforts to achieve company goals. In order to achieve the goal, the company needs to try some marketing strategies such as product diversification, because the product diversification can increase consumer repurchase interest. To maintain the the interest, the company must also pay attention to the company's reputation as what has been done by UD Sabar Menanti to survive in the electronic market in Gerung while competitors retreated. This study is aimed at analyzing the significant effect of the variables of product diversification and of the variables of company reputation on the repurchase interest at UD Sabar Menanti in Gerung West Lombok. This research is associative research. Data are collected through a sample survey with purposive sampling technique of 100 respondents. Data are collected through observation, interview and a questionnaire. Data analysis method used is the structural analysis equation modelling with LISREL program version 8.80. The first estimation showed that diversification of electronic products significantly affect direct repurchase interest. The second estimation indicated that both variables of product diversification and company reputation and the interaction did not significantly affect the repurchase interest. Thus it is concluded that product diversification variable positively and significantly affect the repurchase interest. While the variable of company reputation did not affect the the repurchase interest and could not moderate the relation between the company reputation and the repurchase interest in UD Sabar Menanti in Gerung West Lombok. It is suggested, then, that UD Sabar Menanti continue to develop product diversification in order to increase the repurchase interest.