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All Journal Dinasti International Journal of Education Management and Social Science
Sandriana Marina
Faculty of Economics and Business, Trisakti Institute of Transportation and Logistics, Jakarta, Indonesia
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The Effect of Sales Promotion on Repurchase Intention Mediated by Service Quality, Promotion Attractiveness, and Consumer Satisfaction in Indonesian Airlines Imam Ozali; Edi Abdurachman; Yuliantini Yuliantini; Sandriana Marina
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 4 (2026): Dinasti International Journal of Education Management and Social Science (April
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i4.6491

Abstract

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
Co-Authors Edi Abdurachman Imam Ozali Yuliantini Yuliantini