https://jetbis.al-makkipublisher.com/index.php/al/index
891
Journal Of Economics, Technology, and Business (JETBIS)
Volume 3, Number 6 June 2024
p-ISSN 2964-903X; e-ISSN 2962-9330
THE EFFECT OF CUSTOMER EXPERIENCE AND RISK PERCEPTION ON
REPURCHASE INTENTION OF BOBA DRINKS MEDIATED BY CUSTOMER
SATISFACTION (STUDY ON MIXUE DENPASAR AREA)
Ni Luh Gede Sari Marta Kyana
1
, I Made Wardana
2
Universitas Udayana, Denpasar, Indonesia
Email: [email protected]
KEYWORDS:
Boba Drink Customers,
Satisfaction, Customer
Experience, Risk Perception,
Repurchase Intention
ABSTRACT
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
Vol 3, No 6 June 2024
The Effect Of Customer Experience And Risk Perception On
Repurchase Intention Of Boba Drinks Mediated By Customer
Satisfaction (Study On Mixue Denpasar Area)
892
https://jetbis.al-makkipublisher.com/index.php/al/index
description, 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.com 2023, 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.
The Effect Of Customer Experience And Risk Perception On
Repurchase Intention Of Boba Drinks Mediated By Customer
Satisfaction (Study On Mixue Denpasar Area)
Vol 3, No 6 June 2024
https://jetbis.al-makkipublisher.com/index.php/al/index
893
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).
RESULTS AND DISCUSSION
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.
Table 1
Convergent Validity Test Results with Loading Factor
Satisfaction
Customer
Purchase Intent
Repeat
Experience
Customer
Risk
Perception
M1.1
0.731
M1.2
0.883
M1.3
0.933
M1.4
0.897
M1.5
0.869
X1.1
0.871
X1.2
0.876
X1.3
0.829
X1.4
0.707
X1.5
0.829
X2.1
0.848
X2.2
0.762
X2.3
0.911
Y1.1
0.846
Y1.2
0.902
Y1.3
0.829
Y1.4
0.710
Source: Processed Data, 2024
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
values from the AVE table are as follows:
Vol 3, No 6 June 2024
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
Table 2
Convergent Validity Test Results with AVE
Constructs/Variables
Average variance extracted (AVE)
Customer Satisfaction
0.749
Repurchase Intent
0.680
Customer Experience
0.680
Risk Perception
0.710
Source: Processed Data, 2024
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:
Table 3
Discriminant Validity Test Results by Cross Loading
Customer
Satisfaction
Repurchase
Intent
Customer
Experience
Risk Perception
M1.1
0.731
0.377
0.377
-0.196
M1.2
0.883
0.612
0.545
-0.412
M1.3
0.933
0.594
0.587
-0.300
M1.4
0.897
0.491
0.518
-0.253
M1.5
0.868
0.552
0.494
-0.178
X1.1
0.551
0.655
0.871
-0.201
X1.2
0.538
0.687
0.876
-0.257
X1.3
0.489
0.609
0.829
-0.215
X1.4
0.350
0.441
0.707
-0.122
X1.5
0.474
0.569
0.829
-0.220
X2.1
-0.254
-0.315
-0.179
0.848
X2.2
-0.203
-0.305
-0.111
0.762
X2.3
-0.329
-0.420
-0.309
0.911
Y1.1
0.595
0.846
0.669
-0.363
Y1.2
0.619
0.902
0.657
-0.370
Y1.3
0.471
0.829
0.621
-0.329
Y1.4
0.273
0.710
0.399
-0.321
Source: Primary data processed, 2024
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)
Vol 3, No 6 June 2024
https://jetbis.al-makkipublisher.com/index.php/al/index
895
construct's indications are deemed legitimate.
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.
Table 4
Discriminant Validity Test Results with HTMT
Heterotrait-monotrait ratio (HTMT)
Repurchase Intent <-> Customer Satisfaction
0,666
Customer Experience <-> Customer Satisfaction
0,642
Customer Experience <-> Repurchase Intent
0,815
Risk Perception <-> Customer Satisfaction
0,355
Risk Perception <-> Repurchase Intent
0,505
Risk Perception <-> Customer Experience
0,278
Source: Primary data processed, 2024
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.
Table 5
Fornell Lakers Criterion Discriminant Validity Test Results
Customer
Satisfaction
Repurchase
Intent
Customer
Experience
Risk
Perception
Customer Satisfaction
0.865
Repurchase Intent
0.617
0.825
Customer Experience
0.590
0.727
0.825
Risk Perception
-0.318
-0.418
-0.251
0.842
Source: Primary data processed, 2024
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).
Table 6
Composite Test Results Reliability
Cronbach's
Alpha
Composite Reliability
(rho_a)
Composite reliability
(rho_c)
Customer
Satisfaction
0.915
0.933
0.937
Repurchase Intent
0.843
0.869
0.894
Vol 3, No 6 June 2024
The Effect Of Customer Experience And Risk Perception On
Repurchase Intention Of Boba Drinks Mediated By Customer
Satisfaction (Study On Mixue Denpasar Area)
896
https://jetbis.al-makkipublisher.com/index.php/al/index
Customer
Experience
0.882
0.897
0.914
Risk Perception
0.795
0.836
0.879
Source: Primary data processed, 2024
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.
Figure 1
Structural Model Inner Model
Coefficient of Determination (R-Square)
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
R Square value
R-square
R-square adjusted
Customer Satisfaction
0.379
0.371
Repurchase Intent
0.622
0.615
Source: Primary data processed, 2024
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
The Effect Of Customer Experience And Risk Perception On
Repurchase Intention Of Boba Drinks Mediated By Customer
Satisfaction (Study On Mixue Denpasar Area)
Vol 3, No 6 June 2024
https://jetbis.al-makkipublisher.com/index.php/al/index
897
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 Q-
square 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).
Table 8
Q Square Value
SSO
SSE
Q² (=1-SSE/SSO)
Customer Satisfaction
790.000
302.379
0.617
Repurchase Intent
632.000
337.873
0.465
Source: Primary data processed, 2024
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.
GoF =
√
AVE
× R
2
AVE
= Median AVE = 0,705
R
2
= Median R
2
= 0,5
GoF =
√
AVE
× R
2
=
√
0,705 × 0,5
=
√
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. If the t-statistics
values are greater than the t-table (1.96), then exogenous factors are said to have a direct impact
Vol 3, No 6 June 2024
The Effect Of Customer Experience And Risk Perception On
Repurchase Intention Of Boba Drinks Mediated By Customer
Satisfaction (Study On Mixue Denpasar Area)
898
https://jetbis.al-makkipublisher.com/index.php/al/index
on endogenous variables. The variable's importance is also evident in the p-values less than a
predefined alpha threshold (α=0.05). Table 9 displays the test findings for each variable's direct
effect in this investigation.
Table 9
Direct Effect Test Results
Relationship
Original
Sample
(O)
Sample
Mean
(M)
Standard
Deviation
(STDEV)
T Statistics
(|O/STDEV|)
P
Values
Customer Experience ->
Customer Satisfaction
0.545
0.547
0.085
6.392
0.000
Risk Perception -> Customer
Satisfaction
-0.181
-0.188
0.069
2.618
0.009
Customer Experience ->
Repurchase Intent
0.537
0.519
0.091
5.892
0.000
Customer Experience ->
Repurchase Intent
-0.209
-0.219
0.066
3.161
0.002
Customer Satisfaction ->
Repurchase Intent
0.234
0.238
0.074
3.154
0.002
Source: Primary data processed, 2024
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 Effect Of Customer Experience And Risk Perception On
Repurchase Intention Of Boba Drinks Mediated By Customer
Satisfaction (Study On Mixue Denpasar Area)
Vol 3, No 6 June 2024
https://jetbis.al-makkipublisher.com/index.php/al/index
899
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
Vol 3, No 6 June 2024
The Effect Of Customer Experience And Risk Perception On
Repurchase Intention Of Boba Drinks Mediated By Customer
Satisfaction (Study On Mixue Denpasar Area)
900
https://jetbis.al-makkipublisher.com/index.php/al/index
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
Indirect Effect Test Results
Relationship
Original
Sample
(O)
Sample
Mean
(M)
Standard
Deviation
(STDEV)
T Statistics
(|O/STDEV|)
P
Values
Customer Experience ->
Customer Satisfaction ->
Repurchase Intent
0.127
0.130
0.048
2.677
0.007
Risk Perception ->
Customer Satisfaction ->
Repurchase Intent
-0.042
-0.047
0.026
2.264
0.010
Source: Primary data processed, 2024
The Effect Of Customer Experience And Risk Perception On
Repurchase Intention Of Boba Drinks Mediated By Customer
Satisfaction (Study On Mixue Denpasar Area)
Vol 3, No 6 June 2024
https://jetbis.al-makkipublisher.com/index.php/al/index
901
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 t-
statistic 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
Vol 3, No 6 June 2024
The Effect Of Customer Experience And Risk Perception On
Repurchase Intention Of Boba Drinks Mediated By Customer
Satisfaction (Study On Mixue Denpasar Area)
902
https://jetbis.al-makkipublisher.com/index.php/al/index
or service meets or even exceeds their expectations. A high level of satisfaction can reduce the
customer's risk perception of the product. Customers may feel more confident that they are
making the right decision and that the risks associated with such purchases are minimal. The
customer's intention to make a repeat purchase increases with a decrease in risk perception.
CONCLUSION
Based on the research above, it can be concluded that customer experience positively
affects Mixue's customer satisfaction in the Denpasar Area. This means that the more pleasant
the experience felt by Mixue customers, the more it will impact Mixue customer satisfaction
in the Denpasar Area. Risk perception negatively affects Mixue's customer satisfaction in the
Denpasar Area. This means that the worry/risk perception of Mixue customers will have an
impact on decreasing Mixue customer satisfaction in the Denpasar Area. Customer experience
positively affects Mixue's intention to repurchase in Denpasar Area. This means that the more
pleasant the Mixue customer experience will have an impact on increasing the repurchase
intention of Mixue customers in the Denpasar Area. Risk perception negatively affects Mixue's
intention to repurchase in the Denpasar Area. This means that the higher the customer's risk
concern/perception will have an impact on decreasing Mixue's repurchase intention in the
Denpasar Area. Satisfaction positively affects Mixue's intention to repurchase in the Denpasar
Area. This means that a higher level of customer satisfaction with Mixue will have an impact
on increasing Mixue's repurchase intention in the Denpasar Area. Customer satisfaction can
mediate the effect of customer experience on Mixue's repurchase intent in the Denpasar Area.
This means that higher customer satisfaction will have an impact on the higher the relationship
between customer experience and increasing Mixue's repurchase intention in the Denpasar
Area. Customer satisfaction can mediate the influence of risk perception on Mixue's repurchase
intention in the Denpasar Area. Higher customer satisfaction will decrease customer risk
perception, increasing Mixue's repurchase intention in the Denpasar Area.
Suggestions that researchers convey in the hope that future studies can be more
comprehensive and can improve this research include the following: Mixue business owners
in Denpasar are advised to overcome the low references from customer relations experience to
Mixue Boba drinks. This can be achieved by strengthening direct interaction between brands
and customers, such as providing a platform that allows customers to share their experiences
with others. Management needs to pay attention to the decline in customer image that occurs.
This can be done through a thorough evaluation of business processes, service, and product
quality and making the necessary changes to improve customer perception. It is also important
that Mixue's efforts to overcome customer dissatisfaction with untimely service. Mixue can
improve time management in service processes, improve coordination between teams, and
strengthen operational infrastructure to ensure more efficient services.
BIBLIOGRAPHY
Annisa, A. N., Suwandari, L., & Adi, P. H. (2019). Analisis Pengaruh Customer Experience,
User Experience, Dan Hambatan Berpindah Terhadap Minat Beli Ulang (Studi Pada
Konsumen Go-Jek Di Kota Purwokerto). Proceeding of International Conference
The Effect Of Customer Experience And Risk Perception On
Repurchase Intention Of Boba Drinks Mediated By Customer
Satisfaction (Study On Mixue Denpasar Area)
Vol 3, No 6 June 2024
https://jetbis.al-makkipublisher.com/index.php/al/index
903
Sustainable Competitive Advantage, 9(1).
Daffa, E. N. F. M., & Praswati, A. N. (2023). Pengaruh Persepsi Kegunaan Dan Persepsi
Resiko Terhadap Niat Pembelian Ulang Food Delivery App Pada Generasi Milenial
Dengan Kepercayaan Sebagai Variabel Mediasi. Jurnal Lentera Bisnis, 12(2), 359–378.
Darmawan, M. H., & Yasa, N. N. K. (2022). The role of experiential value in mediating
experiential marketing on repurchase intention. International Research Journal of
Management, IT and Social Sciences, 9(1), 168–180.
Denziana, A., & Yunggo, E. D. (2017). Pengaruh Profitabilitas, Struktur Aktiva, Dan Ukuran
Perusahaan Terhadap Struktur Modal Perusahaan Pada Perusahaan Real Estate And
Property Yang Terdaftar Di Bursa Efek Indonesia Tahun 2015. Jurnal Akuntansi Dan
Keuangan, 8(1).
Dewi, C. R. A., Yasa, N. N. K., Giantari, I., Sukawati, T. G. R., Setiawan, P. Y., & Setini, M.
(2020). The Effect of Security, Trust, and Ease of Use towards Repurchase Intentions
Mediated by E-satisfaction on Online Travel Agent. Jour of Adv Research in Dynamical
& Control Systems, 12(8), 340–354.
Fitria, D. N. T., Yohana, C., & Saidani, B. (2021). Pengaruh Pengalaman Pelanggan Terhadap
Niat Membeli Kembali Dengan Kepuasan Pelanggan Sebagai Variabel Intervening.
Jurnal Bisnis, Manajemen, Dan Keuangan, 2(2), 592–610.
Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25.
Hutajulu, M., Tawas, H. N., & Rogi, M. (2022). Pengaruh Experiential Marketing, Kualitas
Makanan dan Kepercayaan Terhadap Minat Beli Ulang Pada Ayam Geprek Bensu
Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(4),
2109–2120.
Joseph, F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least
squares structural equation modeling (PLS-SEM). SAGE Publications, Incorporated.
Kotler, P., & Keller, K. L. (2016). Manajemen Pemasaran (Edisi 12). Jakarta: Erlangga.
Malhotra, NK (2014). Riset Pemasaran Pendekatan Terapan.
Latan, H., & Ghozali, I. (2016). Partial Least Squares konsep, metode dan Aplikasi
Menggunakan program WarpPLS 5.0 (Ketiga). Badan Penerbit Universitas Diponegoro:
Semarang.
Prabawa, I. M. A., Ekawati, N. W., Yasa, N. N. K., & Suparna, G. (2022). The Role Of
Consumer Satisfaction In Mediating The Effect Of Customer Experience And Brand
Image On Repurchased Intention: A Study On Olx Autos Dealer Indonesia.
Pramyda, B. A., & Yasa, N. N. K. (2021). The Effect of Servicescape on Customer Satisfaction
and Repurchasing Intentions in Millenials (Study at the Bali Branch of Simpang Raya
Restaurant). SSRG-International Journal of Economics and Management Studies, 8(10),
115–125.
Putri, K. A. M. A., & Yasa, N. N. K. (2022). The role of customer satisfaction as mediating
variable on the effect of brand image towards coffee shop customer’s repurchase intention.
European Journal of Business and Management Research, 7(2), 149–154.
Raditya, P. I. G. K. G., & Kerti, Y. N. N. (2022). The role of customer satisfaction to mediate
the effects of product quality and E-WOM on customer loyalty: a study on Bhineka Muda
coffee shop customers.
Vol 3, No 6 June 2024
The Effect Of Customer Experience And Risk Perception On
Repurchase Intention Of Boba Drinks Mediated By Customer
Satisfaction (Study On Mixue Denpasar Area)
904
https://jetbis.al-makkipublisher.com/index.php/al/index
Riasma, D. K. P., Rahyuda, K., & Yasa, N. N. K. (2018). The role of satisfaction and trust in
mediating the relationship of brand experience and loyalty. International Journal of
Economic, Commerce and Management, 1(1), 66–77.
Rohman, A. (2017). Buku dasar-dasar manajemen. Intelegensia Media.
Sayuti, M. H., & Dewi, C. K. (2015). Analisis pengaruh customer experience terhadap minat
beli ulang konsumen pada kafe Nom Nom Eatery Bandung. EProceedings of
Management, 2(2).
Sugiyono. (2018). Metode Penelitian kuantitatif, kualitatif dan R & D / Sugiyono.
licensed under a
Creative Commons Attribution-ShareAlike 4.0 International License
