Prabowo, Heri, Astuti, Widji and Respati, Harianto ORCID: https://orcid.org/0000-0002-3858-3331 (2020) Effect of Service Quality and Brand Image on Repurchase Intention through Word of Mouth at Budget Hotels Airy Rooms. Open Journal of Business and Management, 8 (1). pp. 194-207. ISSN Online: 2329-3292 ISSN Print: 2329-3284

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Abstract

The study done aimed to analyze the factors that could affect repurchase in�tention. The study aimed to measure the effect of service quality, brand im�age, and word of mouth on repurchase intention. Furthermore, the study was also to measure the most dominant factors in affecting repurchase intention,both direct and indirect effects. Semarang City was chosen as a representative place because it had the lowest room occupancy level among the provincial capitals in Java Island. The result of analysis shows that service quality, brand
image, and word of mouth affected repurchase intention, both directly and indirectly. The most directly affecting variable was the word-of-mouth varia�ble, while the variable that had indirect effect through the word-of-mouth va�riable was brand image. The contribution of all variables studied in affecting repurchase intention was 93.7 percent, it means that there were other factors affecting repurchase intention beyond the variables studied.

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