The study done aimed to analyze the
factors that could affect repurchase intention. The study aimed to measure the
effect of service quality, brand image, 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 variable, while the variable that had indirect effect through the word-of-mouth variable 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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