Understanding the Relationship between Customer Experience and Purchase Intention among iNTI9 as Mayoblox Customers

Abstract

This study aims to analyze the effect of customer experience on purchase intention among iNTI9 members as Mayoblox users on the Roblox metaverse platform. Using a quantitative approach with a causal associative design, the population consisted of 83 members, with 69 respondents selected through purposive sampling based on their interaction and purchasing experience on the platform. Data were collected through an online questionnaire consisting of two main variables: customer experience and purchase intention, both measured using a five-point Likert scale. Validity and reliability tests using Pearson correlation and Cronbach’s Alpha showed that all items were valid and reliable (α > 0.70). The data were analyzed using simple linear regression with SPSS to determine the influence between variables. The findings reveal that customer experience has a significant and positive effect on purchase intention, with a regression coefficient of 0.809. This indicates that better user experiences—covering sensory, affective, cognitive, and behavioral dimensions—can enhance consumers’ intention to purchase digital products. The results highlight the importance of improving user engagement and interaction quality to strengthen purchase motivation in the metaverse environment. Future research is recommended to explore additional factors such as social influence and perceived value as mediating variables.