PENGARUH PENGALAMAN MEREK DAN KUALITAS PELAYANAN TERHADAP NIAT MEMBELI KEMBALI MELALUI KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING (Studi pada Pengguna Produk Uniqlo di Semarang, Jawa Tengah)

Abstract

ABSTRACT The retail industry is undergoing intense competition, driven by the continual innovation of products. Companies, particularly in the fashion sector, are striving to display sustainable brand innovations. A common issue is that many customers do not return due to negative experiences. Uniqlo, as a major player in the retail industry, prioritizes delivering a superior brand experience. This study aims to analyze the impact of brand experience and service quality at Uniqlo,specifically in Semarang City, on consumers' repurchase intentions. Customer satisfaction mediates the influence of brand experience and service quality on repurchase interest. The research focuses on consumer behavior towards brands, targeting those who have purchased at least one Uniqlo product in Semarang. Data were collected from 136 respondents through questionnaires, using non-probability and purposive sampling techniques. The analysis employed the Structural Equation Model (SEM) method via the AMOS software (version 24). Findings indicate that both brand experience and service quality significantly and positively influence repurchase intention, both directly and indirectly through customer satisfaction. The managerial implication suggests that Uniqlo, particularly in Semarang, should systematically evaluate and enhance service quality and brand experience based on these insights