The Influence of Brand Experience, Perceived Value, Brand Preference, and Customer Satisfaction on Repurchase Intention at Mixue Beverage Stores in Indonesia
DOI:
https://doi.org/10.32832/jm-uika.v16i1.17759Keywords:
Brand Experience, customer satisfaction, Brand Preference, Perceived Value, Repurchase IntentionAbstract
In the current era of globalisation, businesses must be innova-tive to succeed as competition becomes increasingly fierce. The quality of products or services alone no longer determines suc-cess; customers' psychological and emotional aspects signifi-cantly influence purchasing decisions and brand loyalty. Mixue, an international beverage company, has established numerous stores in Indonesia quickly. This research investi-gates the relationship between latent variables such as brand experience, perceived value, brand preference, and customer satisfaction on repurchase intention. A quantitative method was employed, involving 163 respondents from the Greater Jakarta area who had made transactions at Mixue in the past three months. The Partial Least Square Structural Equation Model (PLS-SEM) was used to test the influence between variables statistically. The study's results indicate that brand experience, perceived value, brand preference, and customer satisfaction positively and significantly impact repurchase intention. Impli-cation managerial of this study suggest that beverage business-es, like Mixue, should focus on enhancing brand experience through sensory and emotional engagement to improve per-ceived value and customer satisfaction. Additionally, imple-menting reasonable pricing strategies can strengthen brand preference and drive repurchase intention, which is critical for maintaining customer loyalty and supporting long term busi-ness growth in a competitive market.
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