factors influencing repurchases intention - CMMU Digital Archive

These are some of the most important and widely used lubricant applications in the automotive industry. Motor oil dominated the market and is expected to grow during the forecast period as it is widely used for lubrication of internal combustion engines.

Micro Background

Nuttapong Asavathongkul, director of Srithepthai Marketing Company Limited mentioned that the lubricant market in Thailand is generally very interesting. In 2016, a report mentioned that the lubricant market in Thailand will grow to reach more than 500 million liters in 2021.

Objectives

LITERATURE REVIEW

Brand Equity
Perceived Quality
Price
Promotion
Customer Satisfaction
Repurchase intention
Conceptual Framework (7)

Regarding Zeithaml (1988), he mentioned that customers' intention to purchase is determined by perceived benefits and value. Assael (1998) mentioned that intention to buy is the response of customers to specific objects before making the purchase.

MATERIALS AND METHODS

Population Sample

Data Collection and Sample Size

Data Analysis

RESULT

Frequency

In perspective of the education of the respondents, the majority of them are Bachelor (53.4%), followed by High School with 30.6% and 15.9% Master. This study also records vehicle use by measuring the distance driven per month by respondents within 3 types of users, namely heavy, medium and light use. Most respondents are in the subgroup of light use at 46.2%, followed by average use of 35.3% and 28.4% of heavy use.

Reliability Analysis

Descriptive Statistic

Regarding the descriptive analysis of perceived quality, the statement that has the highest mean score is PQ2: I always count on this brand for consistently high quality with the mean of 4.27, followed by PQ5: I trust the quality of products from this brand. In the descriptive analysis for price factor, the most agreeable statement is P5: The price paid for this product was reasonable with an average of 4.07, followed by P6: This product of this brand was priced correctly with an average of 4.00 and P3: The old saying "you get what you pay for" is generally true with an average of 3.96. Furthermore, all top 3 statements in this factor have a higher average score compared to the overall average score for price factor.

Descriptive statistics of customer satisfaction (CS) show that CS4: I am generally satisfied with my experience with this brand with an average score of 4.27, followed by CS2: I am satisfied with the performance of this brand with an average score of 4.27 and the same CS7: Product, that I received was nice and CS8: I am satisfied with the product of this brand with an average rating of 4.25. For the descriptive statistics of sales promotion, the most acceptable statement is PO1: The promotion encourages me to buy the product with a mean score of 3.98, followed by PO4: A big price discount is very tempting for me with a mean score of 3.94 and PO5: Lucky money drawing and getting a discount are full of fun with an average rating of 3.88. RI5: If I were to search for this product/brand today, I would probably buy this brand.

In terms of descriptive statistics of repurchase intention, the highest mean is RI1: I have a high purchase interest in this product and RI3: I will probably buy this product is high with the same mean score of 4.12, followed by RI2: I definitely intend to.

Table 4.9 Brand Equity

T-Test Analysis

The overall descriptive statistics table shows that people largely agree with the statements on customer satisfaction, with an overall mean score of 4.22, followed by perceived quality which has an overall mean score of 4.15. Thus, descriptive statistics show that product quality increases customer satisfaction can influence people's decision-making process to buy the most, while price has the lowest overall average score, which is 3.75, so price may not be the most important consideration for consumers . 2-tail) is 0.000, average 3.59 for men and average 4.15 for women, so this statement is more attractive to women, because women are more convinced to buy the products through giveaways. 2-tail) is 0.000, mean of 3.61 for men and mean of 4.22 for women, so this statement is more attractive to women, where women are more convinced to buy the products by drawing lucky money and getting a discount , which are full of fun.

2-tailed) is 0.004, mean of 3.82 for men and mean of 4.19 for women, so this statement appeals more to women, which woman is more encouraged to buy the products by promotion. According to T-test analysis (Table 4.4.4) for the customer repurchase intention factor, RI3 statement which is “I am likely to buy this product” shows the significant difference between male and female gender with the T-value of (-2.395) with Sig . 2-tailed) of 0.039 shows that women believe that it is possible to buy lubricants more than men, as women have a higher mean score of 4.25, while men have a mean score of 4.02. And followed by PI6 statement which is “I am willing to buy the product from this brand in future” shows the significant difference between male and female gender with the T-value of (-2.068) with Sig.

If we look at the result of the group statistics, it can be seen that women think that it is possible to buy lubricants, instead of men, because the woman has a higher average score of 4.25, while the man has a higher average score of 3.98.

One-Way ANOVA

Age Group
Education Group
Occupation Group
Household Income Group
Distance do you drive per month

From the data it shows the significant difference with the sight of 0.023 between education subgroup in the statement of P5: The price paid for this product was reasonable. From the data it shows the significant difference with the sight of 0.000 between frequency use subgroup in the statement of P5: The price paid for this product was reasonable. From the data it shows the significant difference with the sight of 0.007 between monthly household income subgroup in the state of P6: This product of this brand is correctly priced.

From the data, it shows the significant difference with the sign of 0.034 between the frequency usage subgroup in CS7 statement: The product I received was nice. According to the Bonferroni table, the medium user subgroup gives more importance to the statement than the light user subgroup with a mean difference of 0.310. From the data, it shows the significant difference with the sign of 0.000 between the frequency usage subgroup in the statement of CS8: I am satisfied with the product of this brand.

According to the Bonferroni table, the subgroup of the medium user gives more importance to the statement than the subgroup of light users with an average difference of 0.320 significant.

Regression Analysis (6)

Of these four significant factors, perceived quality is the most influential factor in customer satisfaction with the standardized beta coefficients of 0.370, followed by brand value, price and promotion with the standardized beta coefficients of 0.132 respectively. Predictors: (Constant), Mean_CS, Mean_HC, Mean_P, Mean_SP, Mean_BE, Mean_CRM, Mean_PQ b. Referring to the table above, it shows the cause-and-effect relationship of brand equity, perceived quality, price, promotion and customer satisfaction with respect to repurchase intention. There are two factors that do not have a significant influence on repurchase intention, namely perceived quality and promotion since sig .

On the other hand, there are remaining 3 factors that significantly affect repurchase intention, namely customer satisfaction, brand equity, and price. Furthermore, customer satisfaction is the most influential factor of repurchase intention with standardized beta coefficients of 0.540, followed by brand equity with a beta of 0.266, and price is the least influential factor of repurchase intention and customer satisfaction with a beta of 0.106. .

Table 4.27 Regression Analysis of Repurchase intention

DISCUSSION

Gender
Education group
Household Income
Frequency of usage
Factors Affecting Customer Satisfaction
Factors Affecting Repurchase intention

In the age perspective, the education subgroup High school, Bachelor and Master graduated with all 6 factors, which are brand equity, perceived quality, price, customer satisfaction, promotion and repurchase intention. The direction of the result, it shows the significant difference with it of 0.023 between training subgroup in the statement of P5: The price paid for this product was reasonable. For factors affecting customer satisfaction, this study found that brand equity has a positive effect on customer satisfaction with beta of 0.370 and significance of 0.000, so this result shows that brand equity has a positive effect on customer satisfaction and people believe that brand equity is one time factor that can lead to customer satisfaction with lubricant.

However, this study still found that brand equity has a positive impact on customer satisfaction with a beta of 0.321 and a significance of 0.000, so price and promotion also have a positive impact with a beta of 0.139, a significant beta of 0.012 and a beta of 0.132. significant 0.004. It also found that brand equity has a positive effect on repurchase intention with a beta of 0.244 and a significance of 0.000 so that people will purchase lubricants with the brand they have been using. In addition, another variable that has a significant result and a positive impact on repurchase intention is price with a beta of (0.106) and a significance of 0.022, so people's purchase decision still involves price, which means that those who buy products and services with reasonably priced.

Finally, customer relationship management has a positive influence on the repurchase intention variable with the beta of 0.540 and the significance of 0.000, so customer relationship management is a concern of the customers involved in the repurchase intention.

CONCLUSION

Conclusion

Recommendations for Lubricant brand

In addition, price is another variable that affects both customer satisfaction and repurchase intention, so price should be implemented to make the customer more angry and satisfied and entice them to buy. Finally, the most influential factor of repurchase intention is customer satisfaction, so there are 4 variables to focus on, namely brand equity, perceived quality, price and promotion. Additionally, there are significant age, gender and household income subgroup differences that are more of a concern for customer satisfaction, so this target segment should be the primary target.

Limitation and Opinion for Future Research

APPENDICES

Appendix A: Certificates of Approval (COA)