The Effect of Sales Promotion on Repurchase Intention Mediated by Service Quality, Promotion Attractiveness, and Consumer Satisfaction in Indonesian Airlines

Abstrak

This study aims to analyze the effect of sales promotions on repurchase intention mediated by service quality, promotional attractiveness, and customer satisfaction. This study employs a descriptive quantitative approach using a survey method. Data were analyzed using Structural Equation Modeling Partial Least Squares (SEM-PLS) with SmartPLS 4.0. The results indicate that customer satisfaction, promotional appeal, and sales promotion have significant effects on repurchase intention, while service quality does not show a significant effect on repurchase intention; 2) Promotional appeal has a significant effect on repurchase intention; 3) Service quality does not have a positive and significant effect on repurchase intention; 4) Sales promotions do not have a positive and significant effect on customer satisfaction; 5) Sales promotions significantly influence promotional appeal; 6) Sales promotions significantly influence service quality; 7) Sales promotions significantly influence repurchase intention; 8) Sales promotions do not significantly influence repurchase intention through service quality; 9) Sales promotions positively and significantly influence repurchase intention through promotional appeal; 10) Sales promotions significantly influence repurchase intention through customer satisfaction