The Effect of Customer Experience on Repurchase Intention Through Customer Satisfaction Virtual Products Game Mobile Legends: Bang Bang in Cimahi City, Indonesia

The purpose of this study is to examine the influence of customer experience dimensions, namely sensory experience, emotional experience, and social experience on repurchase intention through customer satisfaction of the Mobile Legends: Bang Bang virtual game product in Cimahi City. A total of 150 respondents who have played the Mobile Legends: Bang Bang game and have bought the Mobile Legends: Bang Bang game virtual product are the sample in this study. The cross-sectional or one-shot study method was used to obtain data. The research instrument has been declared to have passed the validity and reliability test. The data analysis technique used is structural equation modeling (SEM) using the help of Smart-PLS version 3.0. The results showed that of the ten hypotheses proposed, all hypotheses had a positive influence. Sensory experience, emotional experience, and social experience influence repurchase intention both directly and indirectly through customer satisfaction.