The Impact of Customer Experience on Product Quality, Price, Sales Promotion, and Repurchase Intention of King Fried Chicken in Banda Aceh

This study seeks to examine the customer experience as a mediating variable on the model of product quality, price, and sales promotion influence on repurchase intention. The research population consists of all customers of King Fried Chicken in Banda Aceh, with a sample of 210 individuals selected to meet the requirements for Structural Equation Modeling (SEM) analysis used in data testing. The results indicate that product quality significantly influences customer experience, as does price and sales promotion. Additionally, product quality, price, and sales promotion all significantly affect repurchase intention. Customer experience also plays a significant role in influencing repurchase intention. Furthermore, customer experience mediates the effects of product quality, price, and sales promotion on repurchase intention. These findings suggest that all tested mediation models exhibit partial mediation.