Analysis of the Influence of Brand Experience and Perceived Value on Repurchase Intention through Brand Trust as Mediating Variable (Study on Fore Coffee Consumers)

Alexander Christian; Arry Widodo; Nurafni Rubiyanti

doi:10.55927/fjmr.v4i12.615

Authors

Alexander Christian Telkom University
Arry Widodo Telkom University
Nurafni Rubiyanti Telkom University

DOI:

https://doi.org/10.55927/fjmr.v4i12.615

Keywords:

Brand Experience, Perceived Value, Brand Trust, Repurchase Intention, S-O-R Model, Coffee Chain Industry

Abstract

Due to a shift in consumer preferences toward experiential consumption, Indonesia’ coffee sector has grown rapidly, increasing rivalry among coffee chains. With its digital ordering system and grab-and-go idea, Fore Coffee, a technology-driven company, has significantly increased its market share. However, low switching costs in the coffee market and inconsistent customer experiences towards the brand raise questions about perceived value and brand trust, which are important factors in determining repeat purchase behaviour. This study examines how brand experience and perceived value (stimulus) affect repurchase intention (response) through brand trust (organism) using the Stimulus-Organism-Response (S-O-R) paradigm. Data from Fore Coffe customers who have made at least two purchases were gathered using an explanatory quantitative method. The findings demonstrate that perceived value and brand experience both significantly increase brand trust, on which influences repurchase intention. The impact of independent variables on repurchase intention was also found to be mediated by brand trust. In a highly competitive coffee market, these results highlight how crucial it is to manage consistent customer experiences and perceived value in order to build trust and retain customers.

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