The Influence of Appearance-Uniforms and Attitude on Repurchase Intention through Brand Imagery on Citilink Airline Customers in Bandung
DOI:
https://doi.org/10.24256/kharaj.v8i3.12399Keywords:
appearance-uniforms; attitude; imagebrya;nd repurchase intention; airline servicesAbstract
This study examines the effects of appearance-uniforms and flight-attendant attitude on repurchase intention through brand imagery among Citilink customers in Bandung. A quantitative cross-sectional survey was conducted with 150 respondents aged at least 17 years who had used Citilink services at least once during the previous 12 months. Respondents were recruited through non-probability convenience sampling, and the data were analyzed using IBM SPSS Statistics 25. The analysis included descriptive statistics, validity and reliability tests, classical assumption tests, multiple linear regression, ANOVA, coefficients of determination, and Sobel mediation tests. The findings show that appearance-uniforms and attitude positively affect brand imagery. Appearance-uniforms, attitude, and brand imagery also positively affect repurchase intention. Brand imagery significantly mediates the effects of both appearance-uniforms and attitude on repurchase intention. The two regression models explain 45.1% of the variance in brand imagery and 48.0% of the variance in repurchase intention. These findings indicate that consistent visual identity and professional interpersonal service work jointly to strengthen the airline brand and encourage customers to reuse the service. Scientifically, the findings support the Stimulus-Organism-Response (S-O-R) framework by demonstrating that appearance-uniforms and attitude as service stimuli influence repurchase intention both directly and indirectly through brand imagery as an internal psychological response. Citilink should therefore maintain grooming and uniform standards, reinforce service-excellence training, and integrate customer feedback into brand-management practices.
References
Adomaitis, AD, & Johnson, KKP (2005). Casual versus formal uniforms: Flight attendants' self-perceptions and appraisals by others. Clothing and Textiles Research Journal, 23(2), 88-101. https:// doi.org/10.1177/0887302X0502300203
Aslan, M., Gungor, H., & Onler, B. (2025). The effect of the uniforms and attitudes of the flight attendants on passenger repurchase intention, and the mediating role of brand imagery and brand perception. Cogent Business & Management, 12(1). https://doi.org/10.1080/23311975.2025.2485409
Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57-71. https://doi.org/10.1177/002224299205600205
Canitez, F. (2016). Brand image, customer satisfaction, and loyalty in the airline industry. International Journal of Management and Applied Science, 2(4), 45-49.
Euis, & Nurtjahjadi, E. (2024). Pengaruh beauty vlogger terhadap repurchase intention melalui brand image sebagai variabel intervening pada pengguna produk kosmetik bedak padat Pixy di Kota Bandung. Jurnal Intelektualita:Keislaman, Sosial, dan Sains, 13(1), 43–48. https://doi.org/10.19109/intelektualita.v13i1.21287
Ghozali, I. (2013). Application of multivariate analysis with the IBM SPSS 21 program. University Publishing AgencyDiponegoro.
Hilmy, M., & Ernawadi, Y. (2024). Price perception, appearance perception, brand trust, and brand experience as antecedents to repurchase intention. COSTING: Journal of Economic, Bussines and Accounting, 7(4), 9240–9250. https://doi.org/10.31539/costing.v7i4.10916
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. https://doi.org/10.1177/002224299305700101
Ko, S.H., Choi, Y., & Kim, J. (2021). Customers' experiences of compassion and brand attitude: Evidence from low-cost carriers. Frontiers in Psychology, 12, 687155. https://doi.org/10.3389/fpsyg.2021.687155
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
Le, NTC, & Khuong, M. N. (2023). Investigating brand image and brand trust in airline service: Evidence of Korean Air. Journal of Tourism, Heritage & Services Marketing, 9(2), 55-65. https://doi.org/10.5281/zenodo.10539739
Lestari, P., Kurniawan, B., & Utami, RHP (2024). Effect of service quality, price, and brand image on repurchase intention with customer satisfaction as an intervening variable. Journal of Business Management and Economic Development, 2(2), 828-835. https://doi.org/10.59653/jbmed.v2i02.772
Mafrudoh, L., Rahmanita, M., & Riyadi, A. (2025). Air connectivity and tourism sector growth in Indonesia. KnE Social Sciences, 10(29), 318-326. https://doi.org/10.18502/kss.v10i29.20275
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.
Nugraha, R., & Ramadhanti, A. (2021). Examining the factors influencing repurchase intention in using Lion
Air. FIRM Journal of Management Studies, 6(2), 159. https://doi.org/10.33021/firm.v6i2.1380
Park, H.Y. (2019). The customer attitude to airline's color image: Focused on the color image of airline cabin crew's uniforms. Journal of Distribution Science, 17(2), 43-51. https://doi.org/10.15722/jds.17.2.201902.43
Preacher, K. J., & Hayes, A. F. (2004). SPSS and SAS procedures for estimating indirect effects in simple mediation models. Behavior Research Methods, Instruments, & Computers, 36(4), 717-731.
Ruhananta, F., & Nurmansyah, A. A. H. (2025). Pengaruh product quality dan brand image terhadap repurchase intention yang dimediasi oleh brand trust pada produk susu UHT Ultra Milk di Kota Cimahi. Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis, 5(3), 702–712. https://doi.org/10.55606/jaemb.v5i3.7979
Rumondang Banjarnahor, A., Simarmata, J., Gugat, RMD, Prakoso, OS, & Yosafat, A. (2025). Understanding customer perception of airline service quality and brand image: A pathway to loyalty and repurchase intentions. Indonesian Interdisciplinary Journal of Sharia Economics, 8(1).
Schiffman, L. G., & Wisenblit, J. (2019). Consumer behavior (12th ed.). Pearson.
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill-building approach (7th ed.). Wiley.
Sihombing, A., Meisien, M., Aini, N., Ekapardas, S., & Manukalia, Y. (2024). The role of technology and
innovation in driving economic growth in the digital era. EKOMA: Journal of Economics, 3(5).
Sugiama, AG (2014). Business and management research methods. Guardaya Intimarta. Sugiyono. (2018). Business research methods. Alfabeta.
Tahir, A.H., Adnan, M., & Saeed, Z. (2024). The impact of brand image on customer satisfaction and brand
loyalty: A systematic literature review. Heliyon, 10(16), e36254. https://doi.org/10.1016/j.heliyon.2024.e36254
Top Brand Award. (2025). Top Brand Index for airlines 2021-2025.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46. https://doi.org/10.1177/002224299606000203
Downloads
Published
How to Cite
Issue
Section
Citation Check
License
Copyright (c) 2026 Amanda Natasya Puspitasari
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. In line with the license, authors are allowed to share and adapt the material. In addition, the material must be given appropriate credit, provided with a link to the license, and indicated if changes were made. If authors remix, transform or build upon the material, authors must distribute their contributions under the same license as the original.
