<![CDATA[This study aims to analyze the effect of Online Customer Experience and Loyalty Program on Repurchase Intention, both directly and indirectly through Customer Satisfaction as a mediating variable, among Fore Coffee application users in Padang City. This research uses a quantitative approach with Structural Equation Modeling–Partial Least Square (SEM-PLS 4) as the analytical technique. The sample consisted of 120 respondents selected through purposive sampling, namely consumers residing in Padang City, at least 17 years old, who own the Fore Coffee application, and have made at least one order through it. Primary data were collected through an online questionnaire. The results show that Online Customer Experience has a positive and significant effect on both Customer Satisfaction and Repurchase Intention. In contrast, Loyalty Program has no significant direct effect on either Customer Satisfaction or Repurchase Intention. Customer Satisfaction has a positive and significant effect on Repurchase Intention and is proven to mediate the effect of Online Customer Experience on Repurchase Intention, but does not mediate the effect of Loyalty Program on Repurchase Intention. These findings indicate that a strong digital experience is the primary driver of customer satisfaction and repurchase intention, whereas the FOREwards loyalty program has not yet played a significant role without being supported by digital experience quality and customer satisfaction.]]>
Copyrights © 2027
