THE EFFECT OF CUSTOMER EXPERIENCE AND RISK PERCEPTION ON REPURCHASE INTENTION OF BOBA DRINKS MEDIATED BY CUSTOMER SATISFACTION (STUDY ON MIXUE DENPASAR AREA)

One place that has been impacted by the phenomena of Mixue's rising popularity in Indonesia is Denpasar City, Bali. By 2023, Denpasar will already have fifty-eight percent of Bali's outlets. Conversely, Mixue's income is more likely to decrease. This study aims to investigate the role that satisfaction plays as a mediator between Mixue consumers' tendency to repurchase in Denpasar and their sense of experience and danger. This research is classified as associative quantitative research. The group under research consisted of consumers of Boba Mixue drinks in Denpasar City. The sample size was 158 respondents overall, and the method used was purposeful sampling. Data collection and surveying were done using a study instrument that resembled a questionnaire. In this work, the analytical approach used was PLS-based SEM analysis. The results showed that every variable had a significant effect. In the Denpasar region, satisfaction has a somewhat moderating role in resolving the impact of customer experience and risk perception on the desire to buy Boba Mixue beverages.


INTRODUCTION
The popularity of boba drinks has increased quite highly in the Southeast Asia region; as shown from Databoks data, in 2021, the boba drink market in Southeast Asia reached IDR 54.30 trillion.Indonesia is also listed as the largest boba drink market, with an estimated market value of Rp 24 trillion.Globalization has led to an increase in the variety of boba drink companies, giving customers more options when selecting the product they want.While Mixue is the Boba drink brand with the most outlets, the number of Boba drink companies is increasing.
Due to the growing popularity of Mixue in Indonesia, several entrepreneurs have opened Mixue restaurants around the country, including one in Denpasar City, Bali.In May 2023, Denpasar City has the most Mixue outlets in the Bali Province, according to data.goodstats.id.Conversely, the average per capita consumption of boba drinks and similar beverages decreased in Denpasar City between 2018 and 2023.Data on the drop in sales profits or earnings at the first Mixue location in Denpasar City between October 2021 and September 2023 corroborate this occurrence.The reduction in Denpasar City residents' boba drink consumption and sales profits that are below projections point to an issue-specifically, a hint of dwindling customer repurchase intentions.
Customers who make their initial purchase with a favorable attitude and want to make further purchases are said to have repurchase intention (Kotler & Keller, 2016).Based on this 892 https://jetbis.al-makkipublisher.com/index.php/al/indexdescription, customers do not have a positive attitude and are reluctant to make purchases again.According to research by (Annisa et al., 2019), customer experience significantly affects repurchase intent.As reported on detik.com2023, Mixue's customers had a bad experience and shared it on social media.This condition causes sales to tend to decline because customers do not get a pleasant experience when buying Boba Mixue Drink products in Denpasar City.This shows that the decline in repurchase intentions is influenced by the customer's experience of Mixue has not been maximized.
In addition to customer experience, risk perception factors can also influence repurchase intent (Daffa & Praswati, 2023).CNN Indonesia, in 2023, stated that consumers are now more aware of healthy eating.Therefore, they want to implement a diet that can overcome various health problems.The results of the pre-survey conducted on March 30 -April 7, 2023, on 31 respondents showed that 42% answered having concerns that Mixue boba drink has a negative impact on health.Based on the results of the pre-survey, it was concluded that customer concerns were high enough that customers easily felt wary and insecure about Mixue's boba drink.So this study uses risk perception as a variable that can influence repurchase intention.
The variables in this study that affect repurchase intentions include customer experience and risk perception.There are still research gaps based on earlier studies.According to a study by (Sayuti & Dewi, 2015), customer experience has a considerable impact on repurchase intention, whereas research by (Hutajulu et al., 2022) indicates that experience has a small but beneficial impact.Additionally, studies by (Daffa & Praswati, 2023) and (Rohman, 2017) indicate that risk perception influences repurchase intention factors in a negative and significant way, respectively, and in a positive but negligible one.Researchers are encouraged by these contradictory results to employ additional factors, such as customer happiness, as a mediator.Research by (Fitria et al., 2021) supports this, stating that the influence of customer experience on repurchase intentions might be positively and significantly mediated by customer satisfaction.
The novelty of this study is that combining two different models means that researchers try to conduct research on the effect of customer experience and risk perception simultaneously on repurchase intent by using customer satisfaction as a mediation.Based on the data and information that has been described, the importance of examining the relationship between customer experience and risk perception of boba drink repurchase intentions is mediated by customer satisfaction.
The purpose of this study is to find that customer satisfaction is a key factor that directly impacts repurchase intentions and influences how much customer experience and risk perception affect these intentions.In the context of the Denpasar area, increasing customer satisfaction can be an effective strategy to increase customer loyalty to Mixue boba drinks.

RESEARCH METHODS
Primary data are used in this quantitative analysis.The study's demographic consisted of unidentified boba drink consumers in the Mixue Denpasar region.Four factors make up the variables to be studied in this study: customer satisfaction, risk perception, customer experience, and repurchase intention.This study's data gathering method involved 158 respondents who had at least once in the previous three months bought Boba Mixue beverages in the Denpasar region.Questionnaires were distributed online and in person using a Likert scale of 1-5.The number of indicators in this study is 17 indicators.Data analysis techniques in this study use two analytical techniques, namely descriptive statistics and inferential statistical analysis using PLS-based Structural Equation Modeling (SEM).

Convergent validity
PLS is used to calculate the Convergent validity test for each of this construct's indicators (Partial Least Square).(Ghozali, 2018) clarified that the indicator might be deemed legitimate if the value is more than 0.7 by referring to the statement's definition.It is known that each study variable indicator has an outside loading value of >0.7 based on the data presentation in Table 1 above.This indicates that there is a strong reflecting association between the research item/indicator score and the constructs. in order for the study's indicators to be accepted as a reliable indicator of latent variables.
Additionally, AVE (Average Variance Extracted) values are examined in convergent validity testing.If the AVE value is more than 0.50, it is considered good (Ghozali, 2018)  The Average Variance Extracted (Ave) values over 0.5 for each of the study model's constructs are displayed in Table 2. Therefore, it may be said that the study's four variables are valid.

Discriminant validity
This reflecting indicator may be evaluated based on cross-loading between research indicators and constructs, according to the discriminant validity test.If an indication in the desired construct has a higher loading factor value than the loading factor in other constructs, it might be considered legitimate.Following discriminant validity testing, the following outcomes are obtained:  The Heterotrait-Monotraite values in Table 4 show that the value of each construct is not more than 0.9, which means that each construct is declared valid at discriminant validity.The Fornell-Larcker Criterion, which demonstrates variable validity when a variable has a higher correlation than the correlation between various variables, is the next validity test.It is possible to conclude that the model has strong discriminant validity since Table 5 demonstrates that the correlation value of its association construct is greater than that of other constructs.In this case, the lowest value for the Fornell Lakers Criterion is repurchase intent and customer experience of 0.825.

Composite reliability
This composite reliability test is intended to carry out tests on the reliability of research instruments on existing research models.The construct that can be said to have good reliability is a consistent research questionnaire for testing at a certain time with other times if all these variables have a higher value of composite reliability or Cronbach alpha compared to 0.70 (Latan & Ghozali, 2016).The Composite Reliability values for all constructs in Table 6 above are over 0.7, meaning that every construct in the calculated model satisfies the discriminant validity requirements.
The structural or inner model in this study can be seen in Figure 1 below.The R-Square for each dependent variable is the first thing to look at when evaluating structural models using PLS.To determine how much the independent variable may explain the dependent variable, utilize R-Square.The impact of exogenous latent variables on endogenous variables increases with increasing R-Square value.Table 7 indicates that the customer satisfaction variable has an R Square value of 0.379.According to the value, risk perception and customer experience account for 37.9% of the variation in customer satisfaction.However, 62.1% of the remainder was affected by factors not included in this analysis.The R Square value of the repurchase intent variable is 0.622.The value shows that 62.2% of the repurchase intent variable can be explained by customer satisfaction, customer experience, and risk perception.While the rest were influenced by other variables outside the variables in this study by 37.8%.Predictive Relevance Q-Square (Q2) Using Predictive Relevance Q-Square (Q2), the structural model is then measured in the next phase.For structural models, the Predictive Relevance Q-Square (Q2) quantifies how effectively the model generates values and how well its parameters are estimated.If the Qsquare value is more than zero, the model is predictively relevant; if it is less than zero, the model is not predictively relevant (Denziana & Yunggo, 2017).Based on the test results, the Q-Square value on the customer satisfaction variable was 0.617, which is a good predictive relevance value.The repurchase intent variable obtained a Q-Square value of 0.465.So it can also be said to have a good predictive relevance value.

Goodness Of Fit (GoF)
This GoF value is obtained from the square root of the result of multiplying the average value of average variance extracted (AVE) with the average value of R-Square (R 2 ).The GoF criteria are in the range of 0 -1 values with value interpretations of 0.1 (small GoF), 0.25 (moderate GoF), and 0.36 (large GoF).Here is the calculation of Goodness of Fit in structural model testing.
= √0,353 = 0,594 Based on the results of these calculations, a GoF value of 0.594 was obtained, which means that this research model already has a large GoF value.This value has an effect on the goodness of the structural model in this study,

Hypothesis Test (bootstrapping)
When a research challenge is stated as a question with a question mark, a hypothesis is a provisional response to the problem formulation.Thus, hypotheses may also be described as theoretical responses to formulations of research problems (Sugiyono, 2018).The following are presented: the results of direct and indirect influence tests.

Direct influence test results
The value of t-statistics indicates the hypothesis of this investigation.The initial sample value of 0.545 for the influence of customer experience on customer satisfaction is significant, and the T-statistic of 6.392, which is more than 1.96, suggests that the customer experience variable has a positive effect on customer satisfaction.This indicates that H1 is accepted, and it follows that consumer satisfaction with recommendations from those closest to them increases with customer experience (Riasma et al., 2018).
The outcomes demonstrated that a Mixue boba drink's flavor that appeals to customers' tastes significantly raises their level of pleasure.Mixue boba drinks that cater to customers' preferences enhance taste satisfaction and provide a personalized and satisfying experience.Furthermore, the diverse variety in the types of boba drinks in Mixue is considered an important factor that makes customers happy.The availability of different variants offers an alluring variety, creating excitement and satisfaction for customers looking for new and different experiences.The results also highlight the role of social media in improving customer experience.The ease of getting information about Mixue's boba drink through social media platforms gives customers quick and practical access to explore menus, promotions, and other customer reviews, thus enriching their experience.The level of customer trust in recommendations from the closest people has also proven to affect customer satisfaction positively.This trust can motivate customers to try new variants or spread their positive experiences to friends and family, improving overall customer satisfaction.
Perception of risk has an impact on client satisfaction.Table 9 shows that there is a negative correlation between the risk perception variable and customer satisfaction.The original sample value of -0.181 substantially indicates this relationship, with a T-statistic of 2.618, more than 1.96.This indicates that H2 is acceptable, and it follows that a client's perception of risk will influence how satisfied they are, with a larger risk seen by the consumer.
The findings indicated that ambiguity regarding the quality of the ingredients in Mixue boba drinks significantly and adversely affected customer satisfaction.When customers experience uncertainty or apprehension about the ingredients' quality in boba drinks, their satisfaction tends to decrease, fostering a sense of skepticism that hampers their consumption experience.Moreover, a decrease in customer perception, reflecting risk perception, has likewise been demonstrated to have a negative impact on customer satisfaction.When customers feel that consuming Mixue boba drinks may harm their image, this may create dissatisfaction and even reduce customers' repurchases of the brand.The long time spent buying Mixue boba drink is also a factor that negatively affects customer satisfaction.If customers feel that the purchase process takes excessive time, this can cause inconvenience and reduce customer satisfaction with Mixue products.
Customer experience affects repurchase intentions.Based on Table 9, the effect of customer experience on repurchase intention has an original sample value of 0.537 significantly with a t-statistic of 5.892 greater than 1.96.This indicates that the customer experience variable positively influences repurchase intentions.This means that H3 is accepted and it can be concluded that the higher the customer experience will have an impact on increasing customer repurchase intention (Darmawan & Yasa, 2022).
The findings indicate that a customer's inclination to repurchase is significantly positively impacted by a Mixue boba drink that meets their taste.When consumers have a satisfying taste experience, they form an emotional bond with the product and are more likely to decide to repurchase Mixue boba beverages that suit their individual tastes.Customer delight at the wide variety of Mixue boba drinks was also shown to positively influence repurchase intentions.Customers who feel cheerful in exploring a variety of drinks tend to be more inclined to reconsider making purchases at the same place.In the digital age, the ease of getting information on social media is emerging as an important factor influencing repurchase intent.Customers who can easily find information about Mixue's boba drink, including reviews, promotions, and current content on social media, tend to be more motivated to make a repurchase.Trust in recommendations from loved ones has also proven to impact repeat purchase intent positively.This trust creates a positive effect among customers, prompting them to re-select boba drinks recommended by those closest to them.
Table 9 shows that risk perception has an influence on repurchase intention, which has a significant original sample value of -0.209 with a t-statistic of 3.161 greater than 1.96, indicating that the risk perception variable has a negative effect on repurchase intention.This means that H4 is accepted, and it can be concluded that the higher the customer's risk perception, the lower the repurchase intention.
The findings indicate that there is a substantial negative correlation between repurchase intention and ambiguity over the quality of the components in Mixue boba beverages.Consumers often evaluate the elevated risk correlated with unpredictability in ingredient quality, hence diminishing their inclination to revisit the product.Furthermore, it has been demonstrated that a decline in customer perception, a measure of perceived risk, has a negative impact on the desire to repurchase.Consumers with low repurchase intentions were more likely to worry about potential negative social or reputational effects from consuming Mixue boba beverages.An extended shopping experience is another element that has a detrimental effect on the desire to repurchase.Consumers who believe that the shopping process takes too long are typically more devoted, less inclined to make further purchases and emphasize ease of use and efficiency (Raditya & Kerti, 2022).
According to Table 9, there is a significant original sample value of 0.234 for the influence of customer satisfaction on repurchase intention, with a t-statistic of 3.154 more than 1.96.Repurchase intentions are positively impacted by the customer satisfaction variable, it may be concluded.Thus, it can be said that H5 is acceptable and that there would be a positive correlation between increased customer satisfaction and repurchase intentions.
The results showed that the quality of Mixue boba drinks in the Denpasar Region plays a major factor in customer satisfaction.Customers who perceive the high quality of boba drinks tend to express higher levels of satisfaction and therefore, have a greater intent to make repeat purchases.Furthermore, good service is identified as an important indicator of customer satisfaction.Customers who receive friendly, efficient, and professional service feel valued, increasing their satisfaction and creating a more positive repeat purchase intent (Dewi et al., 2020); (Pramyda & Yasa, 2021), 2021; (Putri & Yasa, 2022) Punctuality in serving Mixue boba drinks is crucial to customer satisfaction.
Customers who feel that the service is delivered efficiently and on time tend to give higher satisfaction ratings and are more likely to choose to purchase boba drinks.The affordable price factor proves to be a significant consideration in increasing customer satisfaction.Customers who feel they are getting value in proportion to the price paid have higher satisfaction, which can drive repeat purchase intent.In addition, the strategic location is also a significant indicator.Customers tend to be more satisfied if the location where the boba drinks is within an easily accessible range, which can provide convenience and increase repeat purchase intent.

Indirect Influence Test Results
Exogenous variables are expressed to indirectly affect endogenous variables if the results of t-statistics > t-table (1.96).The significance of the variable can also be seen from the value of P-Values that < a predetermined alpha level (α=0.05).The results of the indirect influence test of each variable in this study can be seen in Table 10.Table 10 shows that the original sample value of 0.127 is significant, with a t-statistic of 2.677 greater than 1.96.It can be concluded that the customer satisfaction variable can mediate the effect of customer experience on repurchase intentions.This means that H6 is accepted and it can be concluded that higher customer satisfaction will have an impact on increasing the relationship between customer experience and increased repurchase intentions.
Mediation hypothesis testing refers to the PLS approach proposed by (Joseph et al., 2022).Judging from Table 10, the variable customer experience of repeat purchase intent has a t-statistic value greater than 1.96, so the effect of A is significant (hypothesis 3).The effect of customer experience on satisfaction has a value greater than 1.96; hence, the C effect is significant (hypothesis 1).Furthermore, the effect of satisfaction on repurchase intent with a tstatistic greater than 1.96 (hypothesis 5), then the D effect is significant so that the A, C, and D effects significantly indicate satisfaction mediates the relationship of customer experience with partial repurchase intent (Prabawa et al., 2022).
Customer satisfaction variables, including quality, service, punctuality, affordable prices, and strategic location, create a positive attitude toward Mixue's boba drink.This positive attitude, as a result of satisfaction, influences repurchase intent, according to the concept of attitude in the theory of Planned Behavior.Customer satisfaction can also create positive subjective norms towards recommending and returning to buy Mixue boba drinks.If consumers are satisfied with their experience, they are more likely to share a positive outlook and motivate others to make repeat purchases, according to the concept of subjective norms in Planned Behavior theory.Behavioral control can be perceived through customer satisfaction with various aspects, such as quality, price, and service.If customers feel they have control or confidence in choosing and making repurchases, this can increase repurchase intent according to the concept of behavioral control in Planned Behavior theory.
Table 10 shows that the original sample value of -0.042 is significant with a T-statistic of 2.264 greater than 1.96.It can be concluded that customer satisfaction variables can mediate the influence of risk perception on repurchase intent.This means that H7 is accepted, and it can be concluded that higher customer satisfaction will have an impact on decreasing the level of customer risk perception, which will increase repurchase intent.
Mediation hypothesis testing refers to the PLS approach proposed by (Joseph et al., 2022).Judging from Table 10, the risk perception variable for repurchase intent has a t-statistic value greater than 1.96, so the A effect is significant (hypothesis 4).The effect of risk perception on satisfaction has a value greater than 1.96; hence, the C effect is significant (hypothesis 2).Furthermore, the effect of satisfaction on repurchase intent with a t-statistic greater than 1.96 (hypothesis 5), then the D effect is significant so that significant A, C, and D effects show satisfaction mediates the relationship of risk perception with partial repurchase intent.
In the theory of planned behavior, the more positive subjective behaviors and habits are to a conduit, and the stronger the control the individual has over the volitional control factors that exist, the stronger the individual's intention to perform a particular conduit.When customers are satisfied with the product or service they receive, they may reduce or eliminate the perception of risk associated with the purchase.When customers are satisfied with their experience, this can create a positive impression of the product.Customers feel that the product Figure 1 Structural Model Inner Model

The Effect Of Customer Experience And Risk Perception On Repurchase Intention Of Boba Drinks Mediated By Customer Satisfaction (Study On Mixue Denpasar Area) 894 https://jetbis.al-makkipublisher.com/index.php/al/index
. The values from the AVE table are as follows:

Table 3
above shows that when compared to the cross-loading value of other latent variables, each indicator has a cross-loading larger than 0.7.Thus, it may be said that each

The Effect Of Customer Experience And Risk Perception On Repurchase Intention Of Boba Drinks Mediated By Customer Satisfaction (Study On Mixue Denpasar Area)
construct's indications are deemed legitimate.

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If the t-statistics values are greater than the t-table (1.96), then exogenous factors are said to have a direct impact endogenous variables.The variable's importance is also evident in the p-values less than a predefined alpha threshold (α=0.05).Table9displays the test findings for each variable's direct effect in this investigation.