Analysis of the Effect of Brand Image and Service Quality on Revisit Intention with Customer Satisfaction as an Intervening Variable

Abstract

This study aims to analyze the effect of brand image and service quality on revisit intention, with customer satisfaction serving as a mediating variable at AHHAS Comal Eternal Motor. The research focuses on customers who have used the service facilities at least twice. A quantitative approach was employed with a sample of 100 respondents, and the data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method. The results indicate that brand image and service quality have positive and significant effects on revisit intention and customer satisfaction. Furthermore, customer satisfaction has a positive and significant effect on revisit intention. The findings also reveal that customer satisfaction successfully mediates the relationship between brand image and revisit intention, as well as the relationship between service quality and revisit intention. These results emphasize the importance of maintaining a strong brand image and delivering high-quality services to enhance customer satisfaction and encourage repeat visits.