The Influence of Customer Experience and Price Perception on Repurchase Intention on Mixue’s Products

This study aims to determine the impact of customer experience and price perceptions partially and simultaneously on repurchasing intention for Mixue products. The research method used in this research is quantitative explanatory design with accidental sampling. The number of samples in this study were 371 people. The data collected using Likert scale that consist of scale of repurchase intention, scale of customer experience, and scale of price perceptions. Multiple linear regression analysis technique is used to test the proposed hypothesis. The result showed that: (1) Customer Experience has a positive impact on repurchasing intention in Mixue. (2) Price perception has a positive effect on repurchase intention on Mixue. (3) Customer experience and price perception simultaneously influence the repurchasing intention on Mixue up to 66,7% and the rest the 33,3% impacted by other factors that unable to be researched by this experiment. Keywords: Customer Experience, Price Perception, Repurchasing Intention, Mixue.