THE IMPACT OF BRAND EXPERIENCE, CUSTOMER REVIEW AND CUSTOMER SATISFACTION ON REPURCHASE INTANTION FOR SCARLET PRODUCTS

Suci Chasara Nasution, Endang Sulistya Rini, Prihatin Lumbanraja

Abstract


The purpose of this study is to determine the effect of brand experience and customer satisfaction
which are thought to influence repurchase intentions. Variables in this study include the sensory
component of the product experience and the emotional component, which relates to the emotions
and inner feelings of customers toward the product, are used to quantify the brand experience.
Cognitive and behavioral dimensions both require the customer's creative thinking. The customer
reviewer variable, which is measured by the social dimensions feel, feel, think, act, and relate, relates
to the product experience. Repurchase intention is estimated from individual judgements about
repurchasing products while taking into account the current situation and potential conditions,
whereas the variable customer satisfaction is measured through satisfaction. the following is to find
out and analyze the influence of brand experience, customer reviewers and customer satisfaction
to consider the intention to repurchase scarlet products. Purposive sampling based on age over
seventeen years is the sample selection method used by the researchers. The number of
respondents used in the observation to collect data was 160. In this study, data was analyzed using
questionnaires, interviews, and field observations. Multiple Linear Regression is used in this study.
Based on the findings Based on data analysis, it is possible to conclude that the influence of brand
experience and customer reviews is positive and significant. Customer experience has the most
influence on repurchase intention of the two. As a result, the evidence findings obtained in the
research about the partial variable customer value, customer customer experience, and reviews
have a positive and significant effect on repurchase intention.

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