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All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Nurwahid, Wahyu Hidayat
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Decision Sciences, Operations Research & Management

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The Influence of Corporate Image, Customer Experience, and Word of Mouth on Repurchase Intention in the Food and Beverage Industry Nurwahid, Wahyu Hidayat; Prabandari, Sri Palupi
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 5 No. 1 (2026)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2026.05.1.10

Abstract

Purpose – This study aims to empirically examine the effects of corporate image, customer experience, and word of mouth on repurchase intention in the food and beverage (F&B) industry. Design/Methodology/Approach – This study employed a quantitative explanatory research design. Data were collected from 120 customers who had made at least two purchases at UD. AW, a local F&B business in Jereweh District, West Sumbawa, using a purposive sampling technique. The data were analyzed using multiple linear regression with IBM SPSS Statistics 26. Findings – The results reveal that corporate image, customer experience, and word of mouth each have positive and significant effects on customers repurchase intention. These findings suggest that strengthening brand image, delivering positive customer experiences, and encouraging favorable word of mouth are essential strategies for increasing customer retention in the F&B sector. Originality/Value – This study contributes to the relationship marketing and consumer behavior literature by integrating corporate image, customer experience, and word of mouth into a single empirical model within the context of a local F&B enterprise. The findings extend the understanding of repurchase intention in small business settings and provide practical guidance for local entrepreneurs in developing customer retention strategies through experiential and relationship-based marketing.
Co-Authors Sri Palupi Prabandari