The Effect of Customer Experience and Perceived Product Quality on Repurchase Intention Through Shell’s Brand Image in the Jabodetabek Area During the Fuel Quota Crisis
DOI:
https://doi.org/10.46799/adv.v4i8.606Keywords:
customer experience, perceived product quality, brand image, repurchase intention, shellAbstract
The Shell fuel quota crisis in Greater Jakarta has resulted in limited fuel availability at a number of gas stations and has affected consumers’ experiences in accessing Shell products. This situation is important to examine because it may influence consumers’ evaluations of customer experience, perceived product quality, brand image, and repurchase intention. This study aims to analyze the effects of Customer Experience and Perceived Product Quality on Repurchase Intention through Shell’s Brand Image in Greater Jakarta during the fuel quota crisis. This study employed a quantitative research method with a marketing communication approach. Data were collected through an online questionnaire administered to 400 respondents who resided in or were active in Greater Jakarta, had purchased or used Shell fuel, and were aware of or had experienced limited Shell fuel availability during the 2025–2026 period. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. The results indicate that Customer Experience and Perceived Product Quality have positive and significant effects on both Brand Image and Repurchase Intention. Brand Image also has a positive and significant effect on Repurchase Intention and significantly mediates the relationships between Customer Experience and Repurchase Intention and between Perceived Product Quality and Repurchase Intention. These findings demonstrate that brand image plays an important role in strengthening Shell consumers’ repurchase intentions during the fuel quota crisis.
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