Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh customer experience terhadap minat beli ulang konsumen muslim pada brand fashion Lyradyba dengan experience intensification sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode SEM-PLS melalui software SmartPLS 4.0. Data dikumpulkan melalui kuesioner kepada 120 konsumen muslim, terdiri atas 104 perempuan dan 16 laki- laki yang pernah berbelanja di toko Lyradyba, dipilih menggunakan teknik purposive sampling. Hasil penelitian menunjukkan bahwa customer experience berpengaruh positif dan signifikan terhadap minat beli ulang, customer experience berpengaruh positif dan signifikan terhadap experience intensification, experience intensification berpengaruh positif dan signifikan terhadap minat beli ulang, serta experience intensification terbukti memediasi secara parsial hubungan antara customer experience dan minat beli ulang. Penelitian ini berkontribusi dalam memvalidasi konsep experience intensification pada industri fashion berbasis produk yang sebelumnya hanya diteliti dalam industri berbasis jasa, serta memperkaya literatur experiential marketing dalam perspektif ekonomi Islam.
Kata Kunci: Customer Experience, Experience Intensification, Minat Beli Ulang, Fashion muslim.

This study aims to analyze the effect of customer experience on Muslim consumers’ repurchase intention toward the Lyradyba fashion brand, with experience intensification as the mediating variable. This study employs a quantitative approach using the SEM-PLS method via SmartPLS 4.0 software. Data were collected through a questionnaire administered to 120 Muslim consumers, comprising 104 women and 16 men who had previously shopped at Lyradyba stores, selected using purposive sampling. The results indicate that customer experience has a positive and significant effect on repurchase intention; customer experience has a positive and significant effect on experience intensification; experience intensification has a positive and significant effect on repurchase intention; and experience intensification was found to partially mediate the relationship between customer experience and repurchase intention. This study contributes to validating the concept of experience intensification in the product-based fashion industry, a concept previously studied only in service-based industries and enriches the literature on experiential marketing from an Islamic economics perspective. Keywords: Customer Experience, Experience Intensification, Repurchase Intention, Muslim Fashion.