FACTORS AFFECTING CUSTOMER SATISFACTION AND REPURCHASE INTENTION OF HERBAL MEDICINE PRODUCTS IN INDONESIA
Keywords:
Brand Experience, Brand Preference, Brand Trust, Customer Satisfaction, Repurchase Intentions, Herbal Medicine Product (HMP).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).
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.