The Influence of Customer Satisfaction and Consumer Brand Relationship pn Future Intention Based on Optimal Experience Theory

The contribution made by the automotive industry can be an improvement for the automotive sector. The global economy can run smoothly and improve with the role played by many industrial sectors, most importantly the automotive industry. This research aims to test and analyze the influence of experience, consumer brand relationship, and satisfaction on future intention. The population is Generation Y and Z consumers aged 17-55 years, who are users of automotive dealer services. The data collection technique uses nonprobability sampling with the judgment sampling method. Optimal experience theory is used in research as the main theory. The sample consisted of 150 respondents. This research is quantitative using SPSS IBM 27 and AMOS Graphics 24 software. The findings of this research show that satisfaction is proven to have no significant influence on future intention. Other research shows that experience results have a positive and significant effect on satisfaction. The findings from this research also show that consumer brand relationships can influence future intentions toward consumers of automotive dealer services. This research is useful in that automotive dealer services must increase satisfaction and consumer brand relationships towards future intentions for consumers.