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

The purpose of this research is to examine and explain the role of consumer satisfaction in mediating the effect of customer experience and brand image on repurchase intention at OLX Autos Dealer Indonesia. This research is in the form of associative research with quantitative methods. The population of this study is all OLX Autos Dealer partners, a total of 1660 former car dealers spread throughout Indonesia. The sampling technique used was proportional sampling and a sample of 160 respondents was obtained. The inferential statistical analysis technique used in this study is Partial Least Square (PLS). The results of the analysis show that customer experience has a positive and significant effect on repurchase intention, brand image has a positive and significant effect on repurchase intention, consumer satisfaction has a positive and significant effect on repurchase intention. The role of consumer satisfaction is that consumers are able to mediate the influence of customer experience and brand image on repurchase intention.