THE ROLE OF CUSTOMER SATISFACTION MEDIATES THE INFLUENCE OF EWOM AND PROMOTION ON REPURCHASE INTENTION

Abstract

This study aims to identify the extent to which EWOM and promotion affect customer satisfaction and how this satisfaction can increase customer intentions to return and stay at the Hotel Aston City Kemayoran. The population in this study were customers or guests who had stayed twice and the sample collected through the purposive sampling method was 120 respondents. The questionnaire was distributed between November and December 2024. The data analysis approach applied was SmartPLS. This study found that the variables that influenced Customer Satisfaction included Promotion and Repurchase Intention, while the variables that had a direct positive effect on Repurchase Intention included EWOM, Promotion and Customer Satisfaction. Meanwhile, the variables that did not support a direct effect on Customer Satisfaction were EWOM and the variables that had an indirect effect with the mediating role of Customer Satisfaction on Repurchase Intention included promotion and the variables that did not have an indirect effect with the mediator Customer Satisfaction on Repurchase Intention included EWOM.