Brand Authenticity, Digital Interaction, and Sensory Experience as Predictors of Local Coffee Repurchase Intention

Abstract

This study aims to examine the effect of brand authenticity, digital interaction, and sensory experience on repurchase intention of local coffee among Millennials and Generation Z, with novelty in integrating these three variables into a single empirical model representing cognitive, social, and affective dimensions. This research employs a quantitative approach with an explanatory design involving 100 respondents selected through purposive sampling and analyzed using multiple linear regression. The results indicate that brand authenticity has a positive and significant effect on repurchase intention (β = 0.488; p < 0.05), while sensory experience is the most dominant factor (β = 0.883; p < 0.001). In contrast, digital interaction does not have a significant effect (β = -0.030; p > 0.05). Simultaneously, all variables significantly influence repurchase intention, explaining 61.8% of its variance. These findings highlight that consumer loyalty in local coffee is primarily driven by sensory experience and perceived authenticity rather than digital interaction, suggesting that practitioners should prioritize enhancing product experience and authenticity as key strategies to increase repurchase intention.

Keywords

Brand Authenticity Digital Interaction Local Coffee Repurchase Intention Sensory Experience