ABSTRACT:- In Bali, the hotel industry is experiencing rapid development. On the other hand, the hotel business has intense competition and strong switching intentions causing businesses to change long-term policies by maintaining long-term relationships with customers. Many hotels struggle to implement marketing practices to increase purchase intentions. The purpose of this study is to consider and test the role of service quality and brand attachment to repurchase intentions. This study also explores the mediating role of brand engagement in the relationship of service quality and repurchases intention in the context of hotels in Bali. The research analysis unit is a company with hotel customer respondents. A survey of 100 respondents, using PLS to link the construct of service quality, brand engagement, and repurchase intentions. The results revealed a significant relationship: service quality towards repurchase intention, service quality towards brand attachment, brand attachment to repurchase intention. This study also found the effect of mediating brand attachment on the relationship between service quality and repurchase intention. The implication of this finding shows that marketing plans must be made explicit and shared throughout the management. Owners and senior managers must positively embrace the philosophy of marketing management as an effort to create superior value through the concept of purchase intention. This research is the first study to consider the relationship of service quality, brand attachment and repurchase intention in the context of hotel services in Bali.

KEYWORDS:- service quality, customer loyalty, brand attachment