Factors influencing repurchase intention on the mix by SU local skincare products of female consumers in Yangon, Myanmar

This study investigates the factors influencing repurchase intension towards the Mix by Su local skincare products on female consumers in Yangon, Myanmar. The objectives of this research are 1) to determine the impact of brand awareness on repurchase intention, 2) to determine the impact of perceived quality on repurchase intention, 3) to determine the impact of perceived value on repurchase intention, 4) to determine the impact of social influence on repurchase intention. The data had been collected from 242 respondents using quantitative approach. The data were analyzed by using descriptive statistics such as frequency, percentage, mean, and standard deviation (S.D.). Inferential statistics was used to test the hypotheses and used multiple linear regression analysis at the significant level of 0.05. Based on the results, four factors; social influence, perceived quality, brand awareness and perceived value which are the most from the least dimensions were found to be highly significant factors on repurchase intention. The insight acquired from this study has important implications that could assist in enhancing sales volume, to maintain high quality of products, to improve service quality, to leverage social media platform access, meet customer expectations, and increase customer loyalty for the Mix by Su consumers in Myanmar.