Published: 2026-01-01

Pengaruh Service Quality dan Price Perception terhadap Repurchase Intention pada Pelanggan Maskapai Batik Air

DOI: 10.35870/emt.v10i1.5380

Maoelina Kania Hermawaty, Siti Herawati
  • Maoelina Kania Hermawaty: Universitas Jenderal Achmad Yani
  • Siti Herawati: Universitas Jenderal Achmad Yani
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Abstract

This research is based on the alleged decline in customer repurchase intention of Batik Air Airline which is indicated by a decrease in the brand index of Batik Air Airlines. The purpose of this study is to analyze the influence of service quality and price perception on the repurchase intention of Batik Air customers. A total of 120 people who have used Batik Air Airlines in the last 6 months who are at least 21 years old were involved as respondents in this study. The quantitative approach used in this study and the data collection applied a certain time span collection technique. The research instrument before implementation has been declared valid and reliable and the data obtained has met the classical assumption test and has gone through multiple regression tests. The findings show that the quality of service and price perception, both partially and simultaneously, have a positive and significant effect on repurchase intentions.

Keywords

Service Quality; Price Perception; Repurchase Intention

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Hermawaty, M. K., & Herawati, S. (2026). Pengaruh Service Quality dan Price Perception terhadap Repurchase Intention pada Pelanggan Maskapai Batik Air. Jurnal EMT KITA, 10(1), 153-163. https://doi.org/10.35870/emt.v10i1.5380
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This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 10 No. 1 (2026)

  • Section: Articles

  • Published: 2026-01-01

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Author Biographies
Maoelina Kania Hermawaty, Universitas Jenderal Achmad Yani
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Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Jenderal Achmad Yani, Kota Cimahi, Provinsi Jawa Barat, Indonesia.

Siti Herawati, Universitas Jenderal Achmad Yani
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Jenderal Achmad Yani, Kota Cimahi, Provinsi Jawa Barat, Indonesia.

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