RAJASA, Radika Bayu (2023) The Effect of Brand Attitude, Service Experience, and Brand Image on Repurchase Intention with Brand Love as Mediating Variable on Low Cost Flight (LCC) in Indonesia. Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

This study aims to determine: (1) The effect of brand attitude on repurchase intentions on low-cost airlines in Indonesia, (2) The effect of service experience on repurchase intentions on low-cost airlines in Indonesia, (3) The effect of brand image on repurchase intentions on low-cost airlines in Indonesia, (4) The effect of brand love on repurchase intentions on low-cost airlines in Indonesia, (5) The effect of brand love mediating brand attitue on the repurchase intention of low-cost airlines in Indonesia, (6) The effect of brand love mediating service experience on the repurchase intention of low-cost airlines in Indonesia (7) The effect of brand love mediates brand image on the repurchase intention of low-cost airlines in Indonesia. This research is a type of quantitative research on respondents who have used low-cost airlines or LCC in Indonesia. The population used in this study is LCC users who have used low-cost airlines at least twice or more. Variable measurement in this study uses a Likert scale and hypothesis testing uses the Structural Equation Model (SEM). The implication of this research is that in an effort to increase customer intention to repurchase, LCC service provider companies must maintain and find ways to improve brand attitude, service experience, brand image so that they can compete with their competitors. The company must continue to maintain and improve its already good reputation, such as by improving customer service, improving performance, reducing customer disappointment, maintaining cheap prices, getting a good impression on previous customers, increasing the feasibility and facilities of the aircraft fleet in operation.

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