The Impact of Customer Experience, Social Media Engagement and Customer Relationship Management on Repurchase Intention Mediated by Brand Love in The Fastfood Sector

This study aims to analyze the influence of customer experience, social media engagement, and customer relationship management on repurchase intention, with brand love serving as a mediating variable, within the fast-food industry in Indonesia. The study employs a quantitative approach using a survey method and a cross-sectional research design. Data were collected by distributing online questionnaires to fast-food consumers who have made a purchase and interacted with the respective brand’s social media. The final dataset consists of responses from 226 individuals. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS software. The results indicate that customer experience, social media engagement, and customer relationship management have a positive impact on both brand love and repurchase intention. Furthermore, brand love is also shown to have a positive effect on repurchase intention; consequently, all research hypotheses are supported.