Pengaruh Brand Experience Melalui Media Sosial Terhadap Repurchase Intention Dengan Mediasi Perceived Quality, Brand Trust, Dan Brand Loyalty Pada Brand Fashion Di Kalangan Gen-Z
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh brand experience melalui media sosial terhadap repurchase intention, dengan mediasi perceived quality, brand trust, dan brand loyalty pada brand fashion UNIQLO di kalangan Generasi Z. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling, melibatkan 200 responden berusia 17–28 tahun yang berdomisili di JABODETABEK dan pernah membeli produk UNIQLO melalui media sosial. Pengumpulan data dilakukan menggunakan kuesioner dengan skala likert, dan data dianalisis dengan metode Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa brand experience berpengaruh positif terhadap brand loyalty dan brand trust, namun tidak berpengaruh terhadap perceived quality. Perceived quality berpengaruh positif terhadap brand loyalty, sedangkan brand trust menunjukkan arah pengaruh negatif terhadap brand loyalty. Selain itu, brand loyalty berperan dalam mendorong repurchase intention. Analisis hubungan tidak langsung juga memperlihatkan bahwa brand loyalty menjadi mediasi yang kuat antara brand experience dan repurchase intention, sementara peran mediasi dari perceived quality dan brand trust belum konsisten. Temuan ini menekankan pentingnya menciptakan pengalaman brand yang menarik dan konsisten untuk membangun loyalitas dan meningkatkan niat beli ulang, terutama di kalangan Generasi Z.
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