The Effect of Service Quality and Customer Experience on Membership Repurchase Intention on YouTube Gaming Channel with Brand Image as a Mediating Variable

This study aims to analyze the effect of customer experience and service quality on the membership repurchase intention on gaming YouTube creator channels in Indonesia, with brand image as a mediating variable. Along with the rapid development of the digital creator economy ecosystem, subscriber retention has become a critical challenge in maintaining the sustainability of channel membership monetization. This study adopted a quantitative approach. Data were collected by distributing questionnaires to Generation Z respondents who have experience renewing their channel membership at least twice. The data analysis technique utilized Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 4.0 software. The results show that customer experience and service quality have a positive and significant effect on brand image and repurchase intention directly. Furthermore, brand image is proven to significantly act as a mediating variable between service quality and repurchase intention. However, brand image does not significantly mediate the relationship between customer experience and repurchase intention.