This research is about the effectiveness of consumer loyalty towards
repurchase intention and re-promotion of millennial generation in buying sneakers
online in DKI Jakarta. With the growth of technology and the massive increase of
internet users in Indonesia, especially in DKI Jakarta, people have the tendency to
shop sneakers from various brands in online marketplace, making them not as often
to buy products from certain brand, before the e-commerce websites and online
shopping is a lifestyle.
The research methodology in this study is using PLS-Path Modelling and
method to structural equation modeling that allows estimating the cause-effect
relationship models with the latent variables. Data collection method is using
quantitative approach with online questionnaires and targeted 100 respondents whose
are in age of 18 to 25 years located in DKI Jakarta, except Kepulauan Seribu because
of the limitation of distance.
To make the customers becomes loyal that leads to repurchase intention and
re-promotion to a certain brand; the brand itself needs to know the effective way to
approach and engage the relationship to the customers. The goal of this research is to
see the level of significance effect between those variables in buying sneakers online
and to find out which marketing approach which includes psychological factors is the
most effective way to engage and approach the customers, for them to purchase more
and could become loyal and also willingly to repurchase also promote through
positive word of mouth to a certain brand. The psychological factors that influence
consumer decisions are referring to the workings of mind or psyche which are
motivation, learning, and socialization, attitudes, and beliefs.