INVESTIGATING FACTORS INFLUENCE CONSUMERS’ REPURCHASE INTENTIONS TOWARD MYDIN HOUSE BRANDS: AN APPLICATION OF THE THEORY OF PLANNED BEHAVIOR

Measures of customers' repurchase intentions have become common in marketing research, particularly since long-term relations with customers are stressed as an important goal. Focusing on consumers‟ repurchase intentions toward Mydin house brands and using the theory of planned behavior as its basis, this study investigated the relationships among attitude toward behavior, subjective norm, perceived behavioral control, and intentions, besides to determine which factor is most influential on repurchase intentions. Data were collected from 181 Mydin customers who have ever bought Mydin house brand products. Analysis of the data indicates that most of respondents intent to repurchase Mydin house brands. These intentions strongly drive by attitude toward the behavior, followed by subjective norm, and lastly perceived behavioral control. Meaning that, consumers who have ever bought Mydin house brands have favorable evaluation of purchasing Mydin house brands based on their experiences.