PENGARUH CONTENT MARKETING DAN CUSTOMER EXPERIENCE TERHADAP MINAT BELI ULANG PADA PENGGUNA BRAND VENTELA

Abstract

This study aims to determine the influence of  and customer experience on repurchase interest in the Ventela brand using quantitative research methods. The data collection technique used a questionnaire distributed to management students of Nusa Cendana University. The samples in this study were taken using Purposive Sampling. This study was conducted on Ventela brand users with a sample of 60 people. The data were analyzed by multiple linear regression. The results showed that partially  has a positive relationship and affects repurchase interest, partially customer experience has a positive relationship and affects repurchase interest, simultaneously  and customer experience have a positive relationship and influence repurchase interest. Through an effective  strategy, Ventela can provide relevant, interesting, and useful information to customers. This helps create an emotional connection between brands and consumers, strengthens brand awareness, and increases customer engagement. A good customer experience is a key factor in influencing repeat purchase interest. If Ventela is able to provide a satisfying experience, from product quality to responsive and friendly customer service, then customers are more likely to be motivated to buy Ventela products again. By combining a strong  strategy with a deep focus on customer experience, Ventela can increase customer loyalty and amplify repeat purchase interest. This will help them to maintain a strong position in the market and expand their market share.