Repeat Purchase Intention of Supermarket Consumers

Abstract

The purpose of this paper is to examine the relationship between repeat purchase intention and brand preference, satisfaction with the retailer and trust in the retailer. Several hypotheses are extracted from the research framework and are tested using regression and correlation analysis. A sample of 145 respondents was used and convenience sampling method was conducted. The research finds that although all the independent variables, brand preference, satisfaction with the retailer, and trust in the retailer have certain degree of relationship with the dependent variable, repeat purchase intention, only trust in the retailer has the strongest relationship with repeat purchase intention. The findings suggests that mangers of these retail stores should put more focus of building brand preference and satisfaction in order to make the consumer purchase from these stores repeatedly.