Journal of Management Science (JMAS)

Volume 6, No. 3, July 2023, pp 373-380 ISSN 2684-9747

(Online)
www.exsys.iocspublisher.org/index.php/JMAS Published by: Institute of Computer Science
(IOCScience)

Experience quality in moderating lifestyle, brand awareness and

taste quality on repurchase
Febrianti1, Surya Bintarti2, Iin Masriah3
1,2
Department of Management and Business, Pelita Bangsa University Indonesia,
3
STEBIS YPII

ARTICLE INFO ABSTRACT

Article history: As a result of the COVID-19 pandemic, a person's lifestyle has undergone many
changes, and continues to develop with a healthy lifestyle during the pre-pandemic
Received Jul 9, 2023 era as it is today. The end of the Covid-19 pandemic has had a positive impact on
Revised Jul 12, 2023 healthy lifestyle habits in the lives of every individual in society. Healthy living
Accepted Jul 21, 2023 habits by consuming nutritious food and balanced drinking water according to the
body's needs play an important role in fulfilling a healthy lifestyle pattern.
Keywords: Drinking water is a fundamental basic need for humans, this problem is the reason
for the emergence of many companies that contribute to the production of practical
Brand awareness; bottled drinking water. This study aims to examine the quality of experience in
Lifestyle; moderating consumer lifestyle, brand awareness, and taste quality on consumer
Repurchase; repurchase decisions. The number of respondents in this study were 100
Quality of experience; respondents who had purchased or consumed Pristine 8.6+ mineral water in the
Quality of taste. Bekasi Regency area. The collection of the population in this study is non-
probability sampling and the sampling technique for respondents is purposive. This
research method uses quantitative methods. This research was processed using a
regression technique, which was processed using SmartPLS Software.This study
proves that lifestyle and brand awareness have a positive and significant effect on
Repurchase while taste quality has a negative and insignificant effect on
Repurchase. Experience quality in moderating brand awareness lifestyle and taste
quality on Repurchase of Pristine8,6+ products has no effect on Repurchase so it
has a negative and insignificant effect.
This is an open access article under the CC BY-NC license.

Corresponding Author:
Febrianti,
Department of Management,
Pelita Bangsa University,
Jalan inspeksi Kalimalang, Cibatu, Kec. Cikarang Selatan, Bekasi, 17530.
Email: antifebri1737@gmail.com

1. Introduction

The community's healthy lifestyle pattern is inseparable from the habit of consuming clean drinking water
that does not contain harmful ingredients to be consumed every day. Drinking water has an impact on healthy
lifestyle patterns apart from being a basic need drinking water has benefits for the body. During the pre-
pandemic period, healthy living habits that everyone practiced increased, the reason being during a
pandemic, health became the main thing to become a weapon to increase body immunity. Water makes up up
to 60% of the adult body, the composition of water in the brain and heart reaches 73%. Water makes up 83%
of the lungs, the water content in the skin is 64%, while the water content in the muscles and kidneys reaches
79%. Human bones also contain water, which is 31%. The fluids needed for each person are different, adults
consume around eight glasses of 230 ml per day or a total of 2 liters, children aged 4-18 years should ideally
drink 5-11 glasses of drinking water every day to prevent dehydration (Jayanty Nada Shofa, 2022).
Drinking water is a basic basic need for humans every day, this problem is the reason for the
emergence of many companies that contribute to the production of practical bottled drinking water. Bottled

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drinking water can make it easier for users. In addition to its practicality, the packaging used is
environmentally friendly. Bottled drinking water is easy for users to find. The importance of consuming
drinking water cannot be separated from the type of mineral content in it. The ingredients in mineral water
include magnesium, calcium, sodium, and selenium. Thanks to this content, water has many good benefits for
the body (Nareza Meva, 2022). Alkaline water or water with a high pH is claimed to be able to slow down
the aging process, regulate the body's pH level and prevent chronic diseases such as cancer. Alkaline water
must also contain alkaline minerals and oxidation reduction potential (ORP) or negative oxidation reduction
potential (Makarim Rizal Fadhli, 2021). The Pristine brand of oxygenated drinking water occupies the lowest
top brand index compared to its competitors, namely 9.8% in 2021 and in 2022 Pristine's top brand index will
decrease to 9.4%.
The decline in the level of brand image is one of the contributing factors to the lack of consumer
interest in repurchasing the product. Repurchase intention is a consumer's intention to repurchase a product
which is influenced by the experience felt while buying the product (Paramitha et al., 2019). The decision to
repurchase an item or service arises when the consumer is satisfied with the item or service. In research
conducted by (Ratri & Hidayat, 2021) explains that if the first purchase made by consumers is satisfied, then
in subsequent purchases consumers will return to using the same brand affected by the effect of their
satisfaction on the first purchase. Consumer repurchase interest is a process in which consumers are involved
in purchasing a product or service in the process of fulfilling their needs. Buying behavior occurs because
purchase requests precede, (Ali Hasan, 2018) in the journal (Reyfaldi N. M & Arief Hadian, 2021) states that
repurchasing interest is consumer behavior related to customer satisfaction who have previously purchased
products from manufacturers. If the consumer is not satisfied, then the consumer will not make a repurchase
in the future. Indicators for repurchase are transactional interest, referential interest and preferential interest.
One of the factors that can influence consumer repurchase intentions is lifestyle (Sulaiman et al., 2019). In
research (Hendratmoko, 2019) shows that lifestyle influences repurchasing consumer satisfaction and raises
repurchase intentions for the products they buy. However, it is different from research conducted by (Wahyu
Eka Wingsati & Dorojatun Prihandono, 2018) which shows that lifestyle has no effect on consumer
repurchase. Competition between companies to reach their consumers will be increasingly stringent, due to
many companies starting to think of effective strategies that can attract consumers to buy their products.
According to Meyer & Schwager, 2007) defines consumer experience as internal and subjective customer
responses as a result of direct or indirect interactions with the company. Basically, consumer experience is
the creation of consumer satisfaction through consumer experience. The final fulcrum for a product is its
service (Ristia & Marlien, 2022). (Frow P. & Payne.A, 2007) states that consumer experience is a consumer's
interpretation of the consumer's total interaction with the brand. In the journal (Desmi Ristia & Marlien,
2022) expert experts (Schmitt, 1999) stated that customer experience is an event, event or situation that is
experienced personally and occurs as a response from a particular stimulus (for example through various pre-
and post-sale marketing strategies). Experience can occur as a result of facing and experiencing situations
that are produced through stimulation of the five senses, feelings and thoughts. Indicators of the quality of
experience are: sense, feel, think, and act. The quality of experience has a positive effect on consumer
repurchase (Surya Bintarti & Ergo Nurpatria Kurniawan, 2017).
The lifestyle described by (Sumarwan. U, 2011) in the journal (Monica Wolff et al., 2021) lifestyle
can be understood as a consumption pattern that describes a person's behavior, namely how he lived, spent
his money and made the most of the time he had. Lifestyle has indicators such as Activities (activities),
Interest (interest) and Opinions (opinions). The healthy lifestyle adopted by the community raises brand
awareness and develops brand perceptions of the products they use. A brand with a positive image is a
strategy that must be achieved by leveraging brand awareness. To succeed in managing brands effectively,
the need to offer consumers in-depth information about brands and create significant brand attributes can
help consumers make repurchase decisions on products they have used before (Zhang et al., 2018). Studies
suggest that brand advantage can positively influence purchase intentions (Butcher et al., 2016). The
definition of brand awareness was put forward by (Aaker, 2020) in the journal (Stevi & Nyimas Artina,
2022) awareness is the ability of a potential buyer to recognize or recall that a brand is part of of a certain
product category. Brand awareness has indicators namely, general brand awareness, brand name awareness
and brand excellence. The research gap shows the influence of the role of other variables apart from lifestyle
variables, brand awareness and the quality of the taste of mineral water on consumer repurchasing. Many
factors can influence consumer repurchase decisions for a product such as brand quality and brand awareness
of a product. Brand quality can be in the form of a positive or negative image, depending on one's perception

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of a product brand. The high level of competition indicates that there are many product brands of the same
type circulating in the market. This causes competition between brands to be very high. Therefore, the need
to create a good brand image in the eyes of consumers is very important. Brand image is a description of
consumer associations and beliefs about certain brands (F. , Tjiptono & Chandra, 2016). The brand image of
Pristine 8.6+ bottled water is that the alkaline water content with a high pH contained in it is a differentiator
of Pristine 8.6+ bottled water from most other bottled drinking water on the market.
Drinking water brands in circulation are very diverse, making consumers more selective in choosing
a product, each brand has a different image and quality, this also makes competition in the sale of drinking
water with certain brands tighter. Brands that have a good image, sometimes do not necessarily get the
quality that is commensurate with the wishes of consumers (Alfin, 2021). The taste quality of these products
tends to be a consideration for consumers in choosing bottled drinking water products. The quality of the
taste of drinking water that suits consumers' tastes will make consumers want to buy the same type of
drinking water in the future (Atmaja & Verawati, 2021). The definition of quality is explained by (F.
Tjiptono, 2014) in (Difta Octavia Saridewi & Rusdi Hidayat Nugroho, 2022) quality is a reflection of all
dimensions of supply products that generate benefits (benefits) for customers who buy them. Quality has
indicators, namely: durability, reliability and aesthetics. So the theme of this research is about "Quality of
experience in moderating consumer lifestyles, brand awareness, taste quality of drinking water on consumer
repurchase decisions on high pH drinking water Pristine8,6+ Bekasi regency. The explanation of the
description above underlies the hypothesis set as follows: First Hypothesis (H1): Lifestyle has a positive
effect on repurchase. The establishment of this hypothesis is supported by previous research articles
(Sumarwan. U, 2011). in journals (Monica Wolff et al., 2021), (Sylvia Samuel et al., 2022), and (Silvanda
Hilda Zannuba & Dian Prawitasari, 2022).
Second Hypothesis (H2): Brand awareness has a positive effect on repeat purchases. The
establishment of this hypothesis is supported by previous research articles (Aaker, 2020) in journals (Stevi &
Nyimas Artina, 2022), (Razak et al., 2019), and (Pantea Foroudi et al., 2021).
Third hypothesis (H3): Taste quality has no effect on repeat purchases. The establishment of this
hypothesis is supported by previous research articles (Y P Putra & B Heryanto, 2019).
Fourth hypothesis (H4), fifth (H5) and sixth hypothesis (H6): Lifestyle, brand awareness, taste
quality carried out by packaged drinking water companies with high pH brand Pristine 8.6+ which is
moderated by the quality of experience will affect intention repurchase, supported by previous research
(Surya Bintarti & Ergo Nurpatria Kurniawan, 2017), (Wahyu Eka Wingsati & Dorojatun Prihandono, 2018),
(Wahyu Eka Wingsati & Dorojatun Prihandono, 2018), (Aloysia et al, 2020), (Putu Ema Werdiastuti, 2022)
and (Y P Putra & B Heryanto, 2019).

2. Research Method

This scientific work is research on high pH drinking water products in packaging with the Pristine 8.6+ brand
produced by PT Super Wahana Tehno. This research method uses quantitative methods. The quantitative
method is a research method that uses data in the form of numbers and analyzes the collected data using
statistical formulas (Imam Ghazali, 2021). The variables of this study consist of independent variables,
namely lifestyle (X1), brand awareness (X2), taste quality (X3) and the dependent variable, namely repeat
purchase (Y), and has a moderating variable, namely consumer experience (Z). Measurements in research
can be carried out by filling in data in the form of a questionnaire using the Likert scale model assessment,
which is filled in by respondents to the questionnaire that will be distributed. The questionnaire was prepared
using a Likert scale, which is a scale used to measure attitudes, opinions, and perceptions of a person or
group of people about social phenomena (Imam Ghazali, 2021).The population in this study were all people
who had purchased or consumed Pristine8,6+ packaged drinking water. The technique of taking respondents
in this study is purposive sampling. Purposive sampling can be interpreted as a sample determination
technique using certain conditions. This means that the population is non-probability sampling because it
cannot know the number of respondents with certainty. So the number of respondents taken in this study was
100 respondents with reference to expert experts (Imam Ghazali, 2021). This research method uses
quantitative methods by distributing questionnaires to the respondents. Quantitative research has the meaning
of research that produces discoveries which are carried out using statistical calculations with the collected
data processed using a regression technique, where the processing uses smartPLS (Imam Ghozali, 2021).

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3. Results And Discussions

Outer Model
Validity test result
Table 1. Validity test result
P values Information
Life Style -> Repeat Purchase 0.022 Strong
Brand Awareness -> Repeat Purchase 0.001 Strong
Taste Quality -> Repeat Purchase 0.113 Weak
Consumer Experience X Taste Quality -> Repeat 0.457 Weak
Purchase
Consumer Experience X Life Style -> 0.546 Weak
Repeat Purchase
Consumer Experience X Brand Awareness -> Repeat 0.984 Weak
Purchase
Source: Results of Primary Data Processing, 2023

X1.1 has a loading factor value of 0.756 and instrument item X1.2 has a loading factor of 0.876,
instrument item X1.3 has a low loading factor of 0.783, this shows that the strongest loading factor value in
X1 is at 2 has a strong role and item 3 has a sufficient role while item 1 has a moderate role.
X2.1 has a loading factor value of 0.676 0 and instrument item X2.2 has a loading factor of 0.859,
instrument item X2.3 has a low loading factor of 0.793, this shows that the strongest loading factor value in
X1 is at 2 has a strong role and item 3 has a sufficient role while item 1 has a moderate role.
X3.1 has a loading factor value of 0.864 and instrument item X3.2 has a loading factor of 0.868,
instrument item X3.3 has a low loading factor of 0.817, this shows that the strongest loading factor value in
X1 is at 2 has a strong role and item 1 has a sufficient role while item 3 has a moderate role.
Y1.1 has a loading factor value of 0.856 and Y1.2 instrument items have a loading factor of 0.887,
Y1.3 instrument items have a low loading factor of 0.831, this shows that the strongest loading factor value
in Y1 is at 2 has a strong role and item 1 has a sufficient role while item 3 has a moderate role.
Z1.1 has a loading factor value of 0.865 and Z1.2 instrument items have a loading factor of 0.891,
Z1.3 instrument items have a low loading factor of 0.885, this shows that the strongest loading factor value in
Z1 is at 2 has a strong role and item 3 has a sufficient role while item 1 has a moderate role.
Reliability test result

Table 2. Reliability test result

Variabel Cronbach's Alpha Composite N of Items
Reliability
X1 0.732 0.732 3
X2 0.671 0.684 3
X3 0.810 0.819 3
Y 0.821 0.821 3
Z 0.855 0.862 3
Source: Results of Primary Data Processing, 2023

Based on the table, it shows that variable X1 has a Cronbach alpha value of 0.732 and a Composite
Reliability value of 0.732, so it can be said that the questions used on variable X1 are very reliable. The X2
variable has a Cronbach alpha value of 0.671 and a Composite Reliability value of 0.684, so it can be said
that the questions used on the X2 variable are not reliable. The perceived X3 variable obtained a Cronbach
alpha value of 0.810 and a Composite Reliability value of 0.819, so that it can be said that the questions used
on the perceived X3 variable were also reliable, the Y variable had a Cronbach alpha value of 0.821 and a
Composite Reliability value of 0.821, so it can be said that the questions used on variable X1 are reliable,
variable Z has a Cronbach alpha value of 0.855 and a Composite Reliability value of 0.862, so it can be said
that the questions used on variable Z are very reliable.
Inner Model

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Tabel 3. Inner model evaluation test

Hypothesis Description R-Square results
Life Style 0.022
Repeat Purchase
Brand Awareness 0.001
Repeat Purchase
Taste quality 0.113
Repeat Purchase
Life Stye * Consumer Experience 0.546
Repeat Purchase

Brand Awareness* Consumer 0.984

Experience
Repeat Purchase
Taste Quality* Consumer 0.457
Experience
Repeat Purchase
Source: Results of Primary Data Processing, 2023

Based on table 4.1 above, it can be translated as follows:

The R-square value of the lifestyle variable on repeat purchases is 0.022
The R-square value of the brand awareness variable on repeat purchase is 0.001
The R-square value of the taste quality variable on repurchasing is equal to 0.113
The R-square value of the consumer experience variable in moderating lifestyle on repurchase decisions is
0.546
The R-square value of the consumer experience variable in moderating lifestyle on repurchase decisions is
equal to 0.984
The R-square value of the consumer experience variable in moderating lifestyle on repurchase decisions is
equal to 0.457
Hypothesis Test Result
Hypothesis testing is carried out based on the results of testing the internal model (structural model),
which includes the results of r-square, parameter coefficients, and t-statistics. To see whether a hypothesis
can be accepted or rejected, pay attention to the significance value between the construct, t-statistics, and t-
table. The research hypothesis test was carried out using the SmartPLS (Partial Least Square) 4 software. The
following model after extensive testing using the boostrapping method is shown in Figure 4.2 as follows:

Figure 1. Hypotesis test results

Source: Results of Primary Data Processing, 2023

Discussion
a) Discussion of data analysis on the role of Pristine 8.6+ consumer lifestyles on consumer
repurchase decisions: The R-square value of the lifestyle variable on the repurchase decision is 0.022, this
indicates that the consumer's lifestyle of the Pristine 8.6+ mineral water product has a weak role in the
consumer's repurchase decision. The weak role of consumer lifestyle in repurchasing decisions is because the
Pristine 8.6+ product is very good and useful, it can quench thirst during daily activities but because it is still

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difficult to reach in shops, even rare in convenience stores which makes it difficult to get it, according to the
answers respondent narrative.
b) Discussion of data analysis on the role of consumer brand awareness in repurchasing decisions of
Pristine 8.6+ brand mineral water: The R-square value of the consumer brand awareness variable on the
decision to repurchase Pristine 8.6+ brand mineral water is 0.001, this indicates that consumer brand
awareness of Pristine 8.6+ brand mineral water products has a weak role in repurchasing decisions consumer.
The weak role of consumer brand awareness in repurchasing decisions is because people are more familiar
with other types of mineral water brands than pristine8,6+, in this case not all klontong stalls sell pristine8,6+
and people often call the brand "aqua" as a representation of drinking water products, according to the
respondent's narrative answer.
c) Discussion of data analysis on the role of the taste quality of Pristine 8.6+ brand mineral water on
consumer repurchase decisions: The R-square value of the Pristine 8.6+ brand mineral water taste quality
variable on repurchase decisions is 0.013, this indicates that the taste quality of Pristine 8.6+ brand mineral
water has a weak role in consumer repurchase decisions. The weak role of the taste quality of Pristine 8.6+
brand mineral water on repurchasing decisions is due to good quality but that doesn't mean it's arguably the
best, there are still many water products that are of better quality besides that the design you have is not very
attractive it's just easier to hold because it is not that big, according to the respondent's narrative answer.
d) Discussion of lifestyle data analysis moderated by consumer experience on consumer repurchase
decisions: The R-square value of the lifestyle variable which is moderated by the consumer's experience of
repurchasing is equal to 0.054, this indicates that the role of the consumer's lifestyle which is moderated by
the quality of the consumer's experience towards repurchasing Pristine 8.6+ brand mineral water has a fairly
strong role on consumer repurchase decisions. The strong role of lifestyle which is moderated by consumer
experience on repurchasing decisions is because consumers already have a healthy lifestyle eating consumers
choose to consume Pristine 8.6+ brand mineral water, this is in accordance with the respondents' narrative
answers.
e) Discussion of brand awareness data analysis moderated by consumer experience on consumer
repurchase decisions: The R-square value of the brand awareness variable which is moderated by the
consumer's experience of repurchasing is equal to 0.098, this indicates that the role of the consumer brand
awareness variable which is moderated by the packaged consumer's experience of repurchasing Pristine 8.6+
brand mineral water has a weak role on consumer repurchase decisions. The weak role of brand awareness
which is moderated by consumer experience on repurchasing decisions is because the experience felt by
consumers really makes an impression on the minds of these consumers, thus facilitating consumer brand
awareness towards repurchasing again, according to the respondents' narrative answers.
f) Discussion of taste quality data moderated by consumer experience on consumer repurchase
decisions: The R-square value of the taste quality variable which is moderated by consumer experience
towards repurchasing is equal to 0.045, this indicates that the role of consumer taste quality which is
moderated by packaged consumer experience towards repurchasing Pristine 8.6+ brand mineral water has an
adequate role towards consumer repurchase decisions. The role of lifestyle which is moderated by consumer
experience in repurchasing decisions is due to the healthy lifestyle of consumers of Pristine 8.6+ brand
drinking water being one of the best choices with quality that can support health which is always needed,
according to the respondents' narrative answers.

4. Conclusion

Based on the results of testing, processing and data analysis that had been carried out previously on the
quality of experience in moderating lifestyles, brand awareness, and taste quality for the repurchase of
drinking water products with the Pristine8,6+ brand (a case study of consumers in Bekasi district) using
SmartPLS, can be concluded as follows: 1). The consumer's lifestyle to always live a healthy life by
consuming mineral water has a positive impact on repurchasing Pristine 8.6+ mineral water. 2). Consumer
awareness of the mineral water brand has a positive impact on repurchasing the Pristine 8.6+ brand mineral
water. 3). The taste quality of Pristine 8.6+ products encourages consumers to make repeat purchases. 4). The
quality of consumer experience can facilitate a lifestyle so that these consumers can repurchase Pristine 8.6+
brand mineral water. 5). The quality of the consumer experience does not facilitate the role of consumer
brand awareness in repurchasing Pristine 8.6+ brand mineral water. 6). The quality of the experience felt by
consumers after consuming Pristine8,6+ brand mineral water can actually facilitate the role of taste quality
on repurchasing. The consumer's lifestyle to always live a healthy life by consuming mineral water has a

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positive impact on repurchasing Pristine 8.6+ mineral water. Consumer awareness of the mineral water brand
has a positive impact on repurchasing the Pristine 8.6+ brand mineral water. The taste quality of Pristine 8.6+
products encourages consumers to make repeat purchases.
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