Pengaruh Digital Marketing dan Halal Product Quality terhadap Repeat Purchase dengan Customer Experience sebagai Variabel Intervening: Studi pada Konsumen Muslim Mixue di Kota Semarang

Digital marketing, halal product quality, and customer experience are important to understanding repeat purchase among Muslim consumers in the food and beverage industry. This study aimed to analyze the relationships of digital marketing and halal product quality with repeat purchase, both directly and through customer experience as a mediating variable, among Muslim Mixue consumers in Semarang City. The study employed an explanatory quantitative approach with a cross-sectional design. Data were collected through an online questionnaire from 127 respondents selected using purposive sampling. Data were analyzed using partial least squares structural equation modeling (PLS-SEM) with SmartPLS. The results showed that digital marketing and halal product quality were positively and significantly associated with customer experience and repeat purchase. Customer experience was also positively and significantly associated with repeat purchase and partially mediated the relationships of both variables with repeat purchase. These findings demonstrate the relevance of customer experience in explaining the associations of digital marketing and halal product quality with repeat purchase. Theoretically, this study extends the application of the Stimulus–Organism–Response (S-O-R) framework to Muslim consumers in the foreign food and beverage franchise sector. In practical terms, business managers may consider integrating interactive and informative digital marketing, transparent communication of halal product quality information, and customer experience management into strategies to encourage repeat purchase. The study concludes that customer experience serves as a linking element that warrants consideration alongside digital marketing strategies and halal product quality. However, the cross-sectional design limits the ability to establish temporal ordering and draw causal conclusions from the observed relationships.