The Role of Brand Equity, Brand Experience, and AI Preference in Shaping Repurchase Intention

The rapid growth of the digital marketplace has significantly reshaped consumer behavior, particularly in the electronics sector, where competition among brands is intense. This study investigates the complex relationships among artificial intelligence (AI) preference, information quality, brand experience, brand image, customer satisfaction, brand loyalty, brand equity, and repurchase intention. The problem addressed is how these constructions interact to build sustainable customer loyalty and enhance brand equity in a highly dynamic digital environment. The objective of this research is to evaluate the extent to which AI-driven features and information quality dimensions contribute to consumer perceptions, satisfaction, and long-term purchasing behavior. Data were collected through an online questionnaire using purposive sampling, targeting active consumers of electronic products in Indonesia. A total of 492 valid responses were analyzed using Structural Equation Modeling (SEM). The study employed nine latent variables—AI Preference, Relevancy Quality of Information, Presentational Quality of Information, Brand Experience, Customer Satisfaction, Brand Loyalty, Brand Image, Brand Equity, and Repurchase Intention. Results reveal that AI preference significantly improves customer satisfaction, while brand equity strongly predicts repurchase intention. Brand experience enhances both loyalty and image, and brand loyalty positively reinforces equity. Conversely, presentational quality of information was found to be statistically insignificant in driving loyalty. Overall, the findings highlight the pivotal role of AI adoption, relevance of information, and brand experience in creating stronger consumer-brand relationships, which in turn secure competitive advantage in electronic markets.