The Role of Brand Experience as an Intervening Variable in The Effect of Brand Ambassador on Repurchase Intention
A Study of Consumers of Menantea Branded Tea Beverage Products
DOI:
https://doi.org/10.55606/ijemr.v5i2.769Keywords:
Brand Ambassador, Brand Experience, Consumer Behaviour, Repurchase Intention, SOR ModelAbstract
The intense competition in the ready-to-drink beverage industry necessitates robust marketing strategies to stimulate consumer repurchase intention. This study examines the effect of brand ambassadors on re-purchase intention, both directly and indirectly through brand experience as an intervening variable, specifically among Menantea consumers in Denpasar. Theoretically, this research adopts the Stimulus–Organism–Response (SOR) model, positioning the brand ambassador as the stimulus, brand experience as the organism, and repurchase intention as the response. Using a quantitative approach and PROCESS Macro Model 4 analysis on 90 respondents, the results indicate that brand ambassadors have a positive and significant effect on both repurchase intention and brand experience. Furthermore, brand experience significantly affects repurchase intention and acts as a partial mediator in the relationship. These findings confirm the SOR framework, suggesting that the effectiveness of a brand ambassador (stimulus) in driving repurchase behavior (response) is heavily dependent on the consumer's internal perceived brand experience (organism). Consequently, companies must ensure that promotional activities involving brand ambas-sadors consistently create positive and meaningful brand experiences to sustain long-term repurchase behavior.
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