The Impact of Sales Promotion, Strategic Location, and Brand Awareness on Repurchase Intention Among Supermarket Consumers in Bandung Area
DOI:
https://doi.org/10.38035/jemsi.v8i1.9703Keywords:
Sales Promotion, Strategic Location, Brand Awareness, Repurchase Intention, Supermarket, Bandung, SPSS, Multiple RegressionAbstract
This study examines the effects of sales promotion, strategic location, and brand awareness on repurchase intention among supermarket consumers in Bandung area. The study adopts a quantitative explanatory design and uses 150 synthetic respondent records supplied in an Excel workbook. The statistical procedure follows IBM SPSS Statistics conventions and includes descriptive statistics, corrected item-total correlation, Cronbach's alpha, Pearson correlation, classical assumption testing, and multiple linear regression. Promotion Effectiveness was operationalized as Sales Promotion, Distribution Accessibility as Strategic Location, Purchase Intention as Repurchase Intention, and Product Quality as a disclosed proxy for Brand Awareness because the original workbook did not contain a brand-awareness scale. The measurement blocks demonstrated acceptable internal consistency, with Cronbach's alpha values from 0.810 to 0.846. The regression model was significant, F(3,146) = 24.005, p < 0.001, and explained 33.0% of the variance in repurchase intention (adjusted R2 = 0.317). Sales promotion had a positive significant effect (B = 0.332, beta = 0.318, p < 0.001), while brand awareness proxy showed the strongest positive effect (B = 0.419, beta = 0.427, p < 0.001). Strategic location was positive but not significant (B = 0.045, beta = 0.047, p = 0.525). These illustrative results suggest that promotional relevance and strong brand-related evaluations may be more immediate drivers of repeat-purchase intention than accessibility alone. The study also demonstrates a transparent SPSS-style workflow and identifies the need for a validated Bandung field survey.
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