Theory of Planned Behavior (TPB) is a theoretical model widely used in research to understand individual and organizational behavior, including in the context of consumer behavior and purchasing decision-making (Ajzen, 1991). The advantage of the TPB lies in its ability to explain the consumer decision- making process. This theory is very relevant for use in describing behavior that requires prior consideration and planning. The TPB itself is a development of the Theory of Reasoned Action (TRA) introduced by Ajzen and Fishbein (1980), which essentially states that a person's behavior is influenced by their intention to perform or not perform an action. The development of the TPB was carried out by adding the element of perceived behavioral control, which enriches the understanding of the factors that influence behavior.

Repeat purchase describes a consumer's desire to make repeat purchases in the future. This repeat purchase behavior is often related to repeated purchases of the same brand (Kotler et al., 2024: 141). Repeat purchase refers to consumer interest, which reflects the extent to which they make an effort and the amount of effort they put into a purchase. Repeat purchase is a consumer's desire to purchase the same or different product in the future at the same location (Mercy

et al., 2021). Based on this understanding, it can be concluded that repeat purchase is the tendency of consumers to repurchase products or services that have been consumed, based on previous experiences, with high purchasing interest supported by high consumer satisfaction.

Experiential marketing is an approach that focuses on creating a memorable and immersive experience for consumers through direct interaction with a brand or product. This approach emphasizes the importance of the emotional connection built between consumers and brands, so that the experience consumers feel is more profound than simply a product or service transaction (Carmo et al., 2022). This concept was first introduced by Holbrook and Hirschman (1982), who emphasized that consumers purchase products not only based on their function but also on the emotional experience offered by the brand. In this context, consumer experience becomes an important factor that companies must consider in their marketing strategies.

Customer satisfaction is a customer's response to a product or service that has met their needs and expectations. Customer satisfaction leads to visible behavior and can signal consumer satisfaction with a brand, product, or service consumed, providing certainty or a high likelihood of repeat transactions (Fadhil et al., 2023). There are five indicators of consumer satisfaction, namely expectations, performance, comparison, confirmation or disconfirmation, and discrepancy (Sahyunu et al., 2021).

Figure 1 Conceptual Framework

H1: experiential marketing has a positive effect on repeat purchases.

H2: Experiential marketing has a positive impact on repeat purchase.

H3: Customer satisfaction has a positive impact on repeat purchase.

Table 1. Normality Test Results

The normality test using the One-Sample Kolmogorov-Smirnov Test yielded Asymp. Sig. (2-tailed) Kolmogorov-Smirnov structural 1 and structural 2 values of 0.070 and 0.200, respectively. If the Asymp. Sig. (2-tailed) Kolmogorov- Smirnov value is greater than 0.05, it is possible to argue that the data used in this study is normally distributed, and thus the model fits the normality assumption.

Table 2. Multicollinearity Test Results

According to Table 2, no independent variables have a tolerance value higher than 0.10 or a VIF value lower than 10. As a result, there is no evidence of multicollinearity in the regression models.

Table 3. Heteroscedasticity Test Results

According to Table 3, each model has a significance value larger than 0.05, indicating that this study does not exhibit heteroscedasticity.

The Sobel measure is designed to measure the power of the indirect influence of the Experiential Marketing variable (X) on repeat purchase (Y) through Customer satisfaction (M), this is done by converting the path coefficient of X to M (a) with the path coefficient of M to Y (b) or ab. The standard error of the coefficients a and b is written as Sa and Sb, the magnitude of the indirect standard error (indirect effect) is written as Sab. If Z is calculated ≥ 1.96, then Ho is rejected, which means customer satisfaction is a mediating variable.

H0: Customer satisfaction does not mediate the influence of experiential marketing towards repeat purchases

H4: Customer satisfaction mediates the influence of experiential marketing towards repeat purchases

Information:

a = 0.654

Sa= 0.092

b =0.586

Sb = 0.104

z = 0.838 / 0.087

Z = 4.389

Based on the results of the Sobel test, the Z-count is 4.389 > 1.96, so H0 is rejected and H4 is accepted. This result indicates that customer satisfaction can significantly mediate the influence of experiential marketing on repeat purchases. Therefore, the fourth hypothesis is accepted.

The VAF test determines the correlation between the path coefficient value and the overall path coefficient value. The formula to calculate the VAF value is as follows:

There are criteria for the type of mediation influence utilizing the VAF value, namely: If the VAF number exceeds 80%, mediation plays the function of a complete mediator. A VAF rating of 20% to 80% indicates partial mediation. A VAF score of less than 20% suggests that there is essentially no mediation effect. Based on the VAF test, the computed value of 59.49%, which falls between 20% and 80%, can be classified as partial mediation, implying that customer satisfaction partially mediates experiential marketing's impact on repeat purchases.

Hypothesis testing on experiential marketing towards repeat purchases, show thatexperiential marketing is influential positive and significant to repeat purchases. This result means that the better the experiential marketing perceived by Domus Kopi consumers, the greater the consumer's desire to make repeat purchases at Domus Kopi in Denpasar City. The findings of this study prove that experiential marketing is one of the main factors for consumers in making repeat purchases at Domus Kopi. The memorable experience felt by Domus Kopi consumers in Denpasar City, such as the products offered by Domus Kopi have quality from selected raw materials and Domus Kopi is able to form a community that has interests and lifestyles that match consumers, then consumers will have a good assessment of the security they feel and this memorable experience will encourage consumers' desire to make repeat purchases at Domus Kopi in the future. Theoretically, the results of this study are supported by Theory of Planned Behavior (TPB), where experiential marketing Contributing to shaping positive consumer attitudes toward a brand or product through pleasant experiences experienced during direct interactions, whether in terms of service, atmosphere, or emotional interaction. This positive experience then has the potential to increase consumers' desire to make repeat purchases. This result is in line with research conducted by Isnain and Transistari (2021), Julyantari, et al. (2023), Murdani, et al. (2020), Nirwani, et al. (2022) and research from Maharani, et al. (2020) who found that experiential marketing has a significant positive effect on repeat purchases.

Hypothesis testing on the influence experiential marketing on customer satisfaction, indicating that experiential marketing has a positive and significant influence on customer satisfaction. This result means that the better the experiential marketing perceived by Domus Kopi consumers, the greater the satisfaction they will feel at Domus Kopi in Denpasar City. The findings of this study prove that experiential marketing is one of the factors that can influence the feelings of satisfaction that consumers have at Domus Kopi. Impressive experiences felt by Domus Kopi consumers in Denpasar City, such as the products offered by Domus Kopi having quality raw materials, consumers will have a good assessment of the products and services provided by Domus Kopi, so that consumers whose expectations are met and the experience they get will make consumers feel satisfied when making purchases at Domus Kopi. Theoretically, the results of this study are supported by Theory of Planned Behavior (TPB), where experiential marketing Contributing to shaping positive consumer attitudes toward a brand or product through pleasant experiences experienced during direct interactions, including service, atmosphere, and emotional interactions. These positive experiences then have the potential to increase consumer satisfaction. The results of this study are in line with the results of researchMaharani, et al (2020), Sari, et al (2023), Wahyudi (2021), Ardianto et al (2021), and Syachadi and Widyastuti (2021) which also found that experiential marketing had a significant positive effect on customer satisfaction.

Hypothesis testing on the influence customer satisfaction to repeat purchase, show that customer satisfaction has a positive and significant influence on repeat purchase. These results can be interpreted as the greater the satisfaction felt by Domus Kopi consumers, the greater the consumer's desire to make repeat purchases at Domus Kopi in Denpasar City. The findings of this study prove that customer satisfaction is one of the factors consumers perceive as influencing repeat purchases at Domus Kopi. When consumers are satisfied with the products and services they receive when purchasing at Domus Kopi, this will fulfill their expectations and lead to a sense of satisfaction. This satisfaction will encourage repeat purchases at Domus Kopi in the future. Theoretically, the results of this study are supported by Theory of Planned Behavior (TPB), Wherecustomer satisfaction can strengthen consumers' intention to act, because satisfaction reflects a positive attitude towards previous purchasing decisions, so that this satisfaction then has the potential to increase consumers' desire to make repeat purchases..This result is in line with research conducted byPrayoni and Respati (2020), Vanessya and Sugiyanto (2023), Apriliyanto (2023), as well as research from Purbasari and Purnamasari (2018), and Fausta, et al. (2023)who found thatcustomer satisfactionhas a significant positive effect on repeat purchases.

The hypothesis testing of the role of customer satisfaction in mediating the influence of experiential marketing on repeat purchases shows that customer satisfaction is a partial mediating variable in the influence of experiential marketing on repeat purchases. This result can be interpreted as if the better the experiential marketing felt by Domus Kopi consumers, the higher the customer satisfaction will be, with increased customer satisfaction, the higher the repeat purchase of Domus Kopi consumers in Denpasar City. The findings of this study prove that the satisfaction felt when consumers get a pleasant experience at Domus Kopi can influence consumers in making repeat purchases at Domus Kopi. The memorable experience felt by Domus Kopi consumers in Denpasar City, such as the products offered by Domus Kopi have quality from selected raw materials, consumers will have a good assessment of the products and services provided by Domus Kopi, so that consumers whose expectations are met and the experience they get will make consumers feel satisfied. Consumers who feel satisfied will encourage consumers' desire to make repeat purchases at Domus Kopi in the future. Theoretically, the results of this study are supported by Theory of Planned Behavior (TPB), where eexperiential marketing Contributing to shaping positive consumer attitudes toward a brand or product through pleasant experiences experienced during direct interactions, whether in terms of service, atmosphere, or emotional interaction. This positive experience then has the potential to increase consumer satisfaction. This sense of satisfaction then has the potential to increase consumers' desire to make repeat purchases. The outcomes of this investigation are consistent with the results other research Ayatullah et al., (2023), Fitria et al., (2021), Isnain and Transistari (2021), Kharolina and Transistari (2021), and Rizaldi and Hutasulut (2024) stated that the role of customer satisfaction has a significant and positive influence in mediating experiential marketing towards repeat purchases.