The Effect of Customer Experience on Repurchase Intention Mediated by Customer Satisfaction in the Online Game Roblox in Cimahi City

Virtual product revenue generated by Roblox Corporation showed a notable contraction between 2024 and 2025, declining from US$554,481,029 (Q1–Q2 2024) to an estimated trailing twelve-month figure of US$362,155,676 (Q1–Q2 2025), despite a sustained increase in monthly active users. This divergence between platform engagement and monetisation highlights the necessity of investigating the determinants of users' willingness to make repeated virtual purchases. The present study contributes to the literature by analysing the mediating function of Customer Satisfaction in the pathway linking Customer Experience to Repurchase Intention within the context of the Roblox platform, with particular emphasis on Generation Z and Generation Alpha consumers residing in Cimahi City, Indonesia. This study adopted a quantitative, cross-sectional survey methodology. Structured questionnaires were administered to 120 eligible Roblox users who had completed at minimum one in-game purchase during the three months preceding data collection. Participants were recruited through purposive sampling, and inferential analysis employed simple linear regression, multiple linear regression, and the Sobel mediation test, all executed via IBM SPSS Statistics version 26. Customer Experience demonstrated a significant positive influence on Customer Satisfaction (t = 3.192; p = 0.002); Customer Experience also exhibited a significant positive influence on Repurchase Intention (t = 3.329; p = 0.001); Customer Satisfaction significantly predicted Repurchase Intention (t = 3.164; p = 0.002); and the indirect pathway from Customer Experience to Repurchase Intention via Customer Satisfaction was statistically significant (Sobel t = 2.251; p = 0.024). Elevating the quality of user interactions within Roblox is empirically demonstrated to strengthen both satisfaction and the propensity to repurchase virtual items. Platform managers are encouraged to invest in enhancements across sensory, emotional, and social experience dimensions as a means of sustaining engagement and virtual economy revenue.