The Effectiveness of Consumer Loyalty Towards Repurchase Intention and Re-Promotion of Millenials Generations in Buying Sneakers Online in DKI Jakarta

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. Keywords: Consumer satisfaction, consumer loyalty, repurchase, promote, millennial generations, digital marketing, social media, internet users, sneakers, e-commerce.