Main Article Content
Abstract
In the modern era, the development of transportation modes has grown significantly, particularly air transportation, which has become the primary choice for the public due to its time efficiency and extensive reach. This is supported by data from the Central Statistics Agency (BPS), which recorded 52.5 million domestic air passengers in 2022, increasing to 63.6 million in 2024. The rising number of air passengers each year has encouraged airlines to continuously enhance and maintain their brand image and pricing strategies to attract and retain consumer interest. A strong and unique brand image that is well embedded in consumers’ minds can create a positive perception of the airline. On the other hand, fluctuating ticket price especially during peak seasons require airlines to set appropriate pricing strategies that align with consumer perceptions of service quality. This study aims to determine the partial effects of brand image and price on repurchase intention, as well as the magnitude of their combined influence on passengers’ repurchase intention of Citilink at Juanda International Airport. A quantitative research method was employed using a non-probability sampling technique, with a total of 122 respondents. The results show that brand image has a significant effect on repurchase intention, as indicated by a t-value of 6.889 > 1.980 and a significance level of 0.000 < 0.05. Similarly, price also has a significant effect on repurchase intention, with a t-value of 3.565 > 1.980 and a significance level of 0.001 < 0.05. The coefficient of determination (R²) value of 0.411 indicates that 41.1% of the repurchase intention is influenced by brand image and price, while the remaining 58.9% is affected by other variables not examined in this study.