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Aang Gunawan, Aang
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Agriculture, Biological Sciences & Forestry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing Public Health Social Sciences Transportation

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The Role of Brand Image in Enhancing Repurchase Intention of Low-Cost Carrier Airlines Olfebri, Olfebri; Yuliantini , Yuliantini; Gunawan, Aang; Susanto, Primadi Candra; Nasrullah , Nasrullah; Darunanto, Danang
Studi Akuntansi, Keuangan, dan Manajemen Vol 5 No 4 (2026): April
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/sakman.v5i4.6326

Abstract

Purpose: This study aims to analyze the impact of service quality, on-time performance, and promotions on the repurchase intention of low-cost carrier (LCC) users, both directly and indirectly, through brand image as a mediating variable. Methodology/approach: A qualitative descriptive approach with a literature review was used. Data were collected from internationally indexed articles in databases such as Scopus, Web of Science, and Google Scholar. The selected literature was analyzed using data reduction techniques, data presentation in matrix form, and comparative synthesis to identify patterns and differences between the relevant studies. Results: The results show that service quality, on-time performance, and promotions influence repurchase intention among LCC users, either directly or through brand image. Brand image has been proven to act as a mediating variable that strengthens the relationship between operational and marketing factors and the repeat purchase. Conclusions: This study confirms that the competitive advantage of LCC is determined not only by price but also by brand perception built through user service experiences. Brand image plays a significant role in enhancing repurchase intentions. Contribution: This study contributes to the theoretical understanding of consumer behavior in the airline industry, particularly in explaining the role of brand image as a mediating mechanism between service quality, time performance, promotions, and repurchase intention. Limitation: The limitation of this study lies in the use of a literature review method, which does not involve direct empirical testing of primary data from airline passenger.
Co-Authors Agusinta, Lira Andri Primadi, Andri Basri Fahriza Cecep Pahrudin, Cecep Darunanto, Danang Devi Marlita, Devi Edhie Budi Setiawan, Edhie Budi Fachrial, Peppy Francis Tantri, Francis Hendro Kuntohadi, Hendro Indrawan, Rully Ismiyati Ismiyati Kadarisman, Muh Markus Wibowo Marthaleina Ruminda Sitorus Meilyna, Jane Michiels, Alfian Muh Kadarsiman, Muh Muh. Kadarisman Nasrullah , Nasrullah Nursery Alfaridi S Nasution Olfebri Pannyiwi, Rahmat Pramesti, Elisabeth Dewi Pribadi, Punkky Januar Primadi Candra Susanto Putra, Derry Herlasetyadi Rachman, Ira Sarinah Sarinah Sismiati, Sismiati Suryobuwono, Abdullah Ade Tohir, Muhammad Wahyu Wijayanto Widodo, Ervin Yochanan, E. Yogatama, Alfath Yosi Pahala, Yosi Yuliantini , Yuliantini Yuliantini Yuliantini Zaenal Abidin