ANALISIS PENGARUH ENTERTAINMENT, INFORMATION, IRRITATION, PERSONALIZATION, DAN LOCATION TERHADAP REPURCHASE INTENTION MELALUI ADVERTISEMENT VALUE, ADVERTISING ATTITUDE, DAN BRAND ATTITUDE PADA IKLAN INDOMIE DI SURABAYA

Abstract

Nowadays the era in which all forms of necessity of life can be fulfilled easily and quickly, because now we are in an age where all forms of technology have been created. Here people can do things more easily, including trading. This study aims to determine how the influence of Entertainment, Information, Irritation, Personalization, and Location on Repurchase Intention through Advertisement Value, Advertising Attitude, and Brand Attitude in Indomie advertisements in Surabaya. The expected benefit of this study is to add to the repertoire of knowledge in the field of management, especially how much influence the nine variables have on increasing Repurchase Intention which will eventually result in a repeat purchase of Indomie products in Surabaya. This research is a causal study. The research method used is a quantitative method by processing data using AMOS. Data collection was carried out by distributing questionnaires to 135 respondents with the characteristics of male respondents and women aged 18-60 years, who had purchased Indomie products twice in the past one month. The results showed that Entertainment variables had a significant effect on Advertisement Value with a regression coefficient of 0.067 and C.R. amounting to 0.508; Information variable has a significant effect on Advertisement Value with a regression coefficient of 0.000 and C.R. amounting to -0.002; Irritation variable has a significant effect on Advertisement Value with a regression coefficient of 0.075 and C.R. amounting to 1,026; Personalization variable has a significant effect on Advertisement Value with a regression coefficient of 0.553 and C.R. amounting to 3,922; Location variables have a significant effect on Advertisement Value with a regression coefficient of 0.259 and C.R. amounting to 2,132; Advertisement Value variable has a significant effect on Advertising Attitude with a regression coefficient of 0.718 and C.R. amounting to 7.368; Advertisement Value variable has a significant effect on Brand Attitude with a regression coefficient of 0.699 and C.R. amounting to 7,014; Advertising Attitude variable has a significant effect on Repurchase Intention with a regression coefficient of 0.419 and C.R. amounting to 3,923; Brand Attitude variables have a significant effect on Repurchase Intention with a regression coefficient of 0.701 and C.R. amounting to 6,033.