The Influence of Education and Assistance on The Repurchase of Animal Feed Factory Customers of PT. New Hope With Trust as Intervening
Abstract
This study aims to analyze the influence of education and mentoring on the repurchase of PT. New Hope with trust as an intervening variable. The animal feed industry in Indonesia is experiencing rapid growth in line with the increasing nutritional needs of livestock and national programs such as Free Nutritious Meals. In the midst of increasingly fierce competition, PT. New Hope implements customer education and mentoring strategies to increase loyalty and frequency of repeat purchases. Education is provided through training, seminars, and informative materials, while mentoring is carried out through technical consultations and field visits. This study uses a quantitative approach with a survey method on customers of PT. New Hope in various distribution areas. The data was analyzed using the Structural Equation Modeling (SEM) technique based on Partial Least Square (PLS). The results of the study show that education and mentoring have a significant effect on customer trust, and trust has a significant influence on repurchase decisions. In addition, education and mentoring also have an indirect influence on repurchase through trust as an intervening variable. These findings indicate that trust plays an important mediating role in shaping customer loyalty through effective education and mentoring. Thus, a strategy that focuses on empowering and assisting customers in a sustainable manner can be the key to retaining customers and increasing the company's competitiveness. This research is expected to make a theoretical contribution to the development of literature related to consumer behavior and relationship marketing strategies, as well as practical recommendations for the management of PT. New Hope and similar companies in designing relationship-based marketing strategies that are oriented towards customer repurchase.
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