PENGARUH DAYA TARIK IKLAN PRODUK SARUNG MANGGA TERHADAP MINAT BELI ULANG KONSUMEN (Studi pada Santri Pondok Pesantren Al-Irsyad Batu)

The purpose of this study is to determine: 1). The simultaneous influence of the attributes of advertising attractiveness, namely information, form of advertisements, and advertisement stars on consumer repurchase interest, 2). The individual influence of the attributes of advertising attractiveness, namely information, form of advertisement, and advertising stars on consumer repurchase interest. This research was conducted by means of a case study on students of the University of Muhammadiyah Malang. The data collection technique was done by distributing questionnaires to respondents. The population of this study were students of Alirsyad Batu Islamic Boarding School who wore the Mangga sarong in the last two months and had watched the advertisement. The sample studied was 50 respondents. The sampling technique used was accidental sampling and purposive sampling. The data analysis technique used in this research is multiple regression analysis, t test, and F test. Based on the results of data analysis, it can be seen that: 1). Simultaneously, the information, the form of advertisements, and the advertising stars have a positive and significant effect on repurchase interest. In this study, the information variables, the form of advertisements and advertisement stars only have an effect of 21.3% on consumer repurchase interest, while 78.7% are influenced by other variables. 2). Individually, information and advertising stars have a positive and significant effect on consumer repurchase interest. Meanwhile, the form of advertising does not significantly influence consumer repurchase interest