The Influence of Health Consciousness and Social Influence on Repurchase Intention Moderated by Customer Experience

The purpose of this study is to examine and analyze the effect of Health Consciousness and Social Influence on the Repurchase Intention of Generation Z consumers for PT Multi Bintang Indonesia products. The method used is Structural Equation Modeling - Partial Least Square (SEM-PLS) utilizing SmartPLS software to test validity, reliability, and hypotheses (direct and moderating effects). The population involves Generation Z individuals residing or active in various outlets across the East Kalimantan region. The research results indicate that Health Consciousness has a significant and negative impact on Repurchase Intention among Generation Z consumers. Conversely, Social Influence emerges as the primary determinant, exerting a highly significant and positive impact on Repurchase Intention. These findings confirm the psychological dynamics of consumers, where health concerns rationally reduce purchase intention, yet simultaneously, the strong urge for conformity and peer dynamics absolutely dominate the final decision. A limitation of this study is its geographic scope, which focuses exclusively on consumer characteristics in the East Kalimantan region; therefore, the results may differ if generalized to the demographics of other regions. Additionally, the rapid dynamics of Generation Z's digital social trends make the social influence variable highly susceptible to shifting in a short period of time. The practical implications of these findings provide a strategic foundation for marketing management to transition from traditional push marketing approaches to experiential marketing. For future research, it is recommended to consider adding other moderating variables, such as price sensitivity or brand trust, to obtain a more comprehensive projection of Generation Z's behavior.