Factors Affecting Customers Generation Y's Repurchase Intention Towards Products In Melaka's Vendor Boutique

Jusoh, Noorhafeza (2017) Factors Affecting Customers Generation Y's Repurchase Intention Towards Products In Melaka's Vendor Boutique. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The rapid changing toward vendor boutique and cafe concept is the hottest trend environment in Malaysia.It has been created in competitive business landscape and their presence is clearly felt among Malaysian consumers especially Generation Y.The purposes of this study are (1) to determine the factors that affect customers Generation Y‟s repurchase intention towards products in Melaka‟s vendor boutique (2) to investigate which is the most factors that affect customers Generation Y's repurchase intention towards products in Melaka‟s vendor boutique and (3) to analyse the relationship between each factor that affect customers Generation Y‟s repurchase intention towards products in Melaka‟s vendor boutique. The questionnaire distributed to Generation Y who born in year 1980 to 1994 in Melaka,Malaysia.The analyses that used are inferential analysis;(1)Pearson correlation analysis and (2)multiple regression analysis to measure the variables and find the best relationship between variables to meet research objective and research question.According to multiple regression analysis,two out of three independent variables which is attitude and customer satisfaction are significant with repurchase intention. Based on Pearson correlation analysis,the research findings indicated that attitude and perceived quality are significant to have moderate positive relationship while customer satisfaction has strong positive relationship towards factors affecting repurchase intention.The researcher recommends that vendors‟ shop owner to collect and share online database (provide a membership card) to determine what kinds of products consumer prefer to buy and in the same time give a value to them.

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