THE INFLUENCE OF CUSTOMER EXPERIENCE AND BRAND IMAGE ON REPURCHASE INTENTION OF FORE CUSTOMERS IN MANADO

Abstract

The increasing number of coffee shops, including local brands such as FORE Coffee, reflects changing consumer behavior and heightened market competition. This study aims to examine The Influence of Customer Experience and Brand Image on the Repurchase Intention of FORE Customers in Manado. Using a quantitative research approach, data was collected through structured questionnaires and analyzed to assess the relationship between the variables. The study reveals that both customer experience and brand image have a significant and positive influence on repurchase intention, both individually and simultaneously. These findings underscore the importance of delivering excellent service, creating a pleasant and engaging environment, and building a strong brand image that resonates with the target market. The results contribute to the academic field of marketing by offering insights into consumer loyalty within local coffee shop contexts, and provide practical implications for business practitioners aiming to improve customer satisfaction and brand positioning in a competitive landscape.

Keywords: Customer Experience, Brand Image, Repurchase Intention, FORE Coffee, Consumer Loyalty, Local Coffee Shop, Marketing Strategy