Analysis of Consumer Behavior in Repeat Purchases of a Product

Abstract

This study analyzes consumer behavior in repeat purchases of a product, specifically focusing on the case of Light Speed Reborn football and futsal shoes, a locally produced brand in Indonesia. In today's competitive industrial environment, companies strive to cultivate loyal customers, as this loyalty provides a strategic advantage in ensuring future product purchases. The observed phenomenon in this study highlights the repetitive buying behavior of consumers towards Light Speed Reborn shoes, despite only minimal changes in the product's color or design. In Samarinda, these shoes consistently sell out, with many football and futsal players purchasing the same model in different colors. This study employs a qualitative descriptive approach to explore the underlying reasons for this repetitive purchasing behavior, aiming to understand the factors that drive consumer loyalty towards this specific product. Findings indicate that factors such as customer satisfaction, product quality, affordability, comfort, trends, environmental influence, and the strong brand image contribute significantly to the consumers' repeat purchases. The results suggest that brand loyalty and perceived value play crucial roles in fostering repeat purchases of Light Speed Reborn shoes in the Indonesian market.