Both, depending on what you're looking at in the model :
- For the estimation of terms coefficient in the model, the average value of the replicates is used to calculate them (like an ANOVA would do). This enable to have a more precise estimation of effect terms in the model.
- The individual points are used for the estimation of the model variance and to estimate the variance of terms coefficients.
Replication enables the experimenter to obtain an estimate of experimental error, see Key Principles of Experimental Design | Statistics Knowledge Portal | JMP. Replicate experiments are not repeats, even if you can have a similar effect on terms estimation between repeats (conducting the same measurement on the same unit multiple times help reduce measurement error, but not experimental error) and replicates in the model (it will improve the effects estimation), it won't improve statistical significance of terms and of the model or variance reduction, as you need a higher number of degree of freedoms brought by independant experiments (like replicates).
As an example, here is the modeling result from "Bounce Data" in JMP with an unreplicated Box-Behnken design:

By augmenting the design and adding two replicates of this initial design (so that each runs from the original design is independantly present three times in the augmented design), here are the results:

You can see that parameter estimates haven't changed a lot (I just used similar response values for the replicate runs), but the standard error of each effect estimates has largely decreased (and p-values too) in the augmented version, as well as the error of the model (Root Mean Square Error), thanks to this additional degree of freedom brought by the replicates.
Hope this answer will help you,
Victor GUILLER
"It is not unusual for a well-designed experiment to analyze itself" (Box, Hunter and Hunter)