Determinant Factors of Apple Brand Product's Repurchase Intention in Indonesia

This study aims to examine the influence of customer satisfaction, customer trust, and perceived value on repurchase intention, with customer engagement and brand loyalty as serial mediators among Apple product users. Using a quantitative approach, data were collected through an online questionnaire from 220 respondents in Batam and other regions in Indonesia who have used Apple products for at least six months. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that customer satisfaction, trust, and perceived value significantly and positively influence customer engagement. In turn, customer engagement significantly influences brand loyalty, which in turn drives repurchase intention. The study found that customer engagement and brand loyalty jointly mediate the relationship between the three antecedents and repurchase intention. Among them, customer satisfaction has the most substantial impact on engagement and loyalty. These findings suggest that businesses should focus on enhancing customer experience, building trust, and providing value to strengthen loyalty and encourage repeat purchases. The novelty of this study lies in the integration of various constructs within a serial mediation framework, which offers a more holistic understanding of consumer behaviour in the technology market.