PENGARUH UTILITARIAN VALUE DAN CUSTOMER EXPERIENCE TERHADAP REPURCHASE INTENTION (STUDI PADA PELANGGAN FASHION BRAND RUCAS)

This research aims to test the influence of utilitarian value and customer experience on repurchase intention, to examine whether repurchase intention affects utilitarian value and customer experience among customers of the local fashion brand Rucas. With an explanatory research approach and quantitative methods, data was collected from 250 respondents through an online questionnaire. The analysis results indicate that only Customer Experience has a positive and significant impact on Repurchase Intention, while Utilitarian Value does not show a significant effect. This study emphasizes the importance of customer experience in building loyalty compared to merely functional value.