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

Authors

  • Imam Ozali Faculty of Economics and Business, Trisakti Institute of Transportation and Logistics, Jakarta, Indonesia
  • Edi Abdurachman Doctoral Degree Program, Trisakti Institute of Transportation and Logistics, Jakarta, Indonesia
  • Yuliantini Yuliantini Faculty of Economics and Business, Trisakti Institute of Transportation and Logistics, Jakarta, Indonesia
  • Sandriana Marina Faculty of Economics and Business, Trisakti Institute of Transportation and Logistics, Jakarta, Indonesia

DOI:

https://doi.org/10.38035/dijemss.v7i4.6491

Keywords:

Repurchase Intention, Sales Promotion, Service Quality, Promotional Appeal, Customer Satisfaction

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

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Published

2026-04-11

How to Cite

Ozali, I., Abdurachman, E., Yuliantini, Y., & Marina, S. (2026). The Effect of Sales Promotion on Repurchase Intention Mediated by Service Quality, Promotion Attractiveness, and Consumer Satisfaction in Indonesian Airlines. Dinasti International Journal of Education Management and Social Science, 7(4), 3624–3641. https://doi.org/10.38035/dijemss.v7i4.6491

Issue

Vol. 7 No. 4 (2026): Dinasti International Journal of Education Management and Social Science (April - May 2026)

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Copyright (c) 2026 Imam Ozali, Edi Abdurachman, Yuliantini Yuliantini, Sandriana Marina

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