Unpacking Brand Experience: The Influence of Sensory, Affective, Intellectual, and Behavioral Experiences on Repurchase Intention

Abstrak

This study examines the influence of brand experience, sensory experience, affective experience, intellectual experience, and behavioral experience on repurchase intention. A quantitative explanatory research design was employed using questionnaire data from 30 respondents. Data were analyzed using multiple linear regression, partial t-tests, simultaneous F-tests, and the coefficient of determination. The findings indicate that brand experience, sensory experience, affective experience, intellectual experience, and behavioral experience each have a positive and significant influence on repurchase intention. Simultaneously, the five variables significantly influence repurchase intention, with an R² value of 0.740, indicating that 74.0% of its variation is explained by the model. These findings highlight the importance of multidimensional consumer experiences in shaping post-purchase behavioral intentions. The study contributes to understanding how sensory, emotional, cognitive, and behavioral experiences collectively support repurchase intention and provides practical implications for strengthening consumer experience management.