<![CDATA[This study examines the effects of appearance-uniforms and flight-attendant attitude on repurchase intention through brand imagery among Citilink customers in Bandung. A quantitative cross-sectional survey was conducted with 150 respondents aged at least 17 years who had used Citilink services at least once during the previous 12 months. Respondents were recruited through non-probability convenience sampling, and the data were analyzed using IBM SPSS Statistics 25. The analysis included descriptive statistics, validity and reliability tests, classical assumption tests, multiple linear regression, ANOVA, coefficients of determination, and Sobel mediation tests. The findings show that appearance-uniforms and attitude positively affect brand imagery. Appearance-uniforms, attitude, and brand imagery also positively affect repurchase intention. Brand imagery significantly mediates the effects of both appearance-uniforms and attitude on repurchase intention. The two regression models explain 45.1% of the variance in brand imagery and 48.0% of the variance in repurchase intention. These findings indicate that consistent visual identity and professional interpersonal service work jointly to strengthen the airline brand and encourage customers to reuse the service. Scientifically, the findings support the Stimulus-Organism-Response (S-O-R) framework by demonstrating that appearance-uniforms and attitude as service stimuli influence repurchase intention both directly and indirectly through brand imagery as an internal psychological response. Citilink should therefore maintain grooming and uniform standards, reinforce service-excellence training, and integrate customer feedback into brand-management practices.]]>
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