FACTORS AFFECTING CUSTOMER SATISFACTION AND REPURCHASE INTENTION OF HERBAL MEDICINE PRODUCTS IN INDONESIA

Abstract

The primary objective of this study is to investigate the impact of brand experience, brand preference, and brand trust on customer satisfaction and repurchase intention. The contribution of herbal medicinal products (HMP) to enhancing repurchase intention The data was obtained by employing a systematic sampling technique with a representative sample of 390 customers. Structural equation modelling (SEM) is a statistical technique employed in empirical research to evaluate and validate hypotheses. The findings of this
study indicate that brand experience, brand preference, and brand trust have a positive impact on customer satisfaction, thereby enhancing the likelihood of repeat purchases. Consequently, this research suggests that managers should cultivate and employ brand experience, brand preference, and brand trust as strategic tools to enhance customer satisfaction and bolster repurchase intentions for herbal medicinal products (HMP).