FAKTOR YANG MEMPENGARUHI BRAND LOYALTY YANG DIMEDIASI UNIVERSITY REPUTATION
Abstract
Fokus dari penelitian ini untuk mencari tahu apakah yang mampu mempengaruhi brand loyalty yang dimediasi oleh university reputation. Rancangan penyelidikan kuantitatif berbentuk penyebaran kuesioner, dan pemeriksaan terhadap populasi atau sampel tertentu dapat dilakukan dengan menggunakan analisis data kuantitatif, biasanya memanfaatkan metode acak sampling. Populasi dalam penelitian ini menggunakan populasi responden atau orang yang mengetahui tentang mahasiswa kampus yang berdomisili di Batam ini. Yang target populasi penelitian sebanyak 300 responden. Hasil penelitian menunjukkan bahwa perceived faculty quality, emotional environment, physical environment, Course Suitability berpengaruh signifikan positif terhadap university reputation. Serta university reputation berpengaruh signifikan positif terhadap brand loyalty. Kemudian perceived faculty quality, emotional environment, physical environment, course Suitability berpengaruh signifikan positif terhadap brand loyalty yang dimediasi oleh university reputation.
References
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Susilawati, E., Khaira, I. and Pratama, I. (2021). Antecedents to student loyalty in Indonesian higher education institutions: the mediating role of technology innovation. Educational Sciences: Theory and Practice, 21(3), 40-56.
Suttikun, C. and Meeprom, S. (2021). Examining the effect of perceived quality of authentic souvenir product, perceived value, and satisfaction on customer loyalty. Cogent Business and Management,. 8(1), 1976468, 10.1080/23311975.2021.1976468.
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Uddin, M. and Johnson, K. (2019). Faculty learning from the advisors for students’ retention and persistence to graduation.
Williams, D., Kilburn, A., Kilburn, B. & Hammond, K. (2019). Student privacy: a key piece of the online student satisfaction puzzle. Journal of Higher Education Theory and Practice, 19(4), 115-120.
Zhang, J., Sziegat, H., Perris, K. & Zhou, C. (2019). More than access: MOOCs and changes in Chinese higher education. Learning, Media and Technology, 44(2), 108-123, 10. 1080/17439884.2019.1602541.
Borishade, T.T., Ogunnaike, O.O., Salau, O., Motilewa, B.D. and Dirisu, J.I. (2021). Assessing the relationship among service quality, student satisfaction and loyalty: the NIGERIAN higher education experience. Heliyon, 7(7), 1-8, 10.1016/j.heliyon.2021.e07590.
Chandika, W., Panggabean, M. S., & Sagala, M. S. (2024). Pengaruh customer satisfaction, trust dan corporate reputation dalam meningkatkan customer loyality polymer pada pt. Intiplast kemindo pratama. Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 8(1), 1351–1363.
Cheung, M.F. and To, W.M. (2019). An extended model of value-attitude-behavior to explain Chinese consumers’ green purchase behavior. Journal of Retailing and Consumer Services, 50, 145-153, 10.1016/j.jretconser.2019.04.006.
Dari, A. W., & Saputra, S. (2022). Pengaruh Pengelolaan Hubungan Pelanggan (Customer Relationship Management), Nilai Yang Dirasakan (Perceived Value), Kualitas Yang Dirasakan (Perceived Quality), Dan Kepuasan (Satisfaction) Terhadap Loyalitas Nasabah Perbankan Di Kota Batam. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi)., 9(3), 1186–1202. https://doi.org/10.35794/jmbi.v9i3.44000
Demir, A., Maroof, L., Sabbah Khan, N.U. and Ali, B.J. (2021). The role of E-service quality in shaping online meeting platforms: a case study from higher education sector. Journal of Applied Research in Higher Education, 13(5), 1436-1463, 10.1108/jarhe-08-2020-0253.
El-Kassar, A.N., Makki, D. and Gonzalez-Perez, M.A. (2019). Student–university identification and loyalty through social responsibility: a cross-cultural analysis. International Journal of Educational Management, 33(1), 45-65, 10.1108/ijem-02-2018-0072.
Do~na, T., L. and Luque, M., T. (2020). How loyal can a graduate ever be? The influence of motivation and employment on student loyalty. Studies in Higher Education, 45(2), 353-374, 10.1080/03075079.2018.1532987.
Ghorbanzadeh, D. (2023). The role of website features in the branding of higher education institutions. Journal of Applied Research in Higher Education. 15(5), 1392-1406, 10.1108/jarhe-01-2022-0032.
Hair, J. F., Babin, B. J., Anderson, R. E., & Black, W. C. (2019). Multivariate Data Analysis (8th ed.). Cengage Learning.
Kaushal, V. and Ali, N. (2020). University reputation, brand attachment and brand personality as antecedents of student loyalty: a study in higher education context. Corporate Reputation Review, 23(4), 254-266, 10.1057/s41299-019-00084-y.
Kaushal, V., Jaiswal, D., Kant, R. and Ali, N. (2023). Determinants of university reputation: conceptual model and empirical investigation in an emerging higher education market. International Journal of Emerging Markets, 18(8), 1846-1867, 10.1108/ijoem-12-2020-1494.
Kahraman, E. and Koray, O. (2020). The use of standardized feedback for teaching material preparation: the opinions of preservice science teachers. Eurasian Journal of Educational Research, 90, 83-102.
Lee, D.H. (2023). The trinity of extended service quality, distinct perceived value, and customer loyalty facilitators. Asia Pacific Journal of Marketing and Logistics, 35(5), 1262-1287, 10.1108/apjml-01-2022-0048.
Nuseir, M., T., & ElRefae, G., A. (2021). Factors influencing the choice of studying at UAE universities: An empirical research on the adoption of educational marketing strategies. Journal of Marketing for Higher Education. https://doi.org/10.1080/08841241.2020.1852467
Powers, S., L., Trauntvein, N., E., Barcelona, R., J. and Hartman, C., L. (2019). Constraints and negotiations to student recreational sport center usage. Journal of Amateur Sport, 5(2), 18-38, 10.17161/jas.v5i2.8439.
Qasim, A., M., Al-Askari,P., S.,M., Massoud,H., K., ,& Ayoubi, R., M. (2021). Student university choice in Kurdistan-Iraq: What factors matter?. Journal of Further and Higher Education, 45(1), 120–136. https://doi.org/10.1080/0309877X.2020.1742298
Quan, N., Chi, N., T., K., C., Nhung, D., Ngan, N.. & Phong, L. (2020). The influence of website brand equity, e-brand experience on e-loyalty: the mediating role of e-satisfaction. Management Science Letters, 10(1), 63-76, 10.5267/j.msl.2019.8.015.
Saputra, S. (2022). Influence of Brand Awareness, Brand Image, Perceived Quality and Brand Loyalty on Brand Equity in Banking Sector. Journal of Business Studies and Mangement Review, 5(2), 319–326. https://doi.org/10.22437/jbsmr.v5i2.17576
Siguaw, J., A., Mai, E., & Wagner, J., A. (2019). Expanding servicescape dimensions with safety: An exploratory study. Services Marketing Quarterly, 40(2), 123–140. https://doi.org/10.1080/ 15332969.2019.1592860
Snijders, I., Wijnia, L., Kuiper, R.M., Rikers, R.M. and Loyens, S.M. (2022). Relationship quality in higher education and the interplay with student engagement and loyalty. British Journal of Educational Psychology, 92(2), 425-446, 10.1111/bjep.12455.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Susilawati, E., Khaira, I. and Pratama, I. (2021). Antecedents to student loyalty in Indonesian higher education institutions: the mediating role of technology innovation. Educational Sciences: Theory and Practice, 21(3), 40-56.
Suttikun, C. and Meeprom, S. (2021). Examining the effect of perceived quality of authentic souvenir product, perceived value, and satisfaction on customer loyalty. Cogent Business and Management,. 8(1), 1976468, 10.1080/23311975.2021.1976468.
Tariq, J., Khan, K., Hussainy, S.K. and Tariq, S. (2020). Antecedents and consequences of student loyalty in higher education. JISR Management and Social Sciences and Economics, 18(2), 25-41, 10.31384/jisrmsse/2020.18.2.3.
Todea, S., Davidescu, A.A., Pop, N.A. and Stamule, T. (2022). Determinants of student loyalty in higher education: a structural equation approach for the Bucharest University of economic studies, Romania. International Journal of Environmental Research and Public Health, 19(9), 5527, 10.3390/ijerph19095527.
Uddin, M. and Johnson, K. (2019). Faculty learning from the advisors for students’ retention and persistence to graduation.
Williams, D., Kilburn, A., Kilburn, B. & Hammond, K. (2019). Student privacy: a key piece of the online student satisfaction puzzle. Journal of Higher Education Theory and Practice, 19(4), 115-120.
Zhang, J., Sziegat, H., Perris, K. & Zhou, C. (2019). More than access: MOOCs and changes in Chinese higher education. Learning, Media and Technology, 44(2), 108-123, 10. 1080/17439884.2019.1602541.
Published
2025-09-15
How to Cite
Saputro, S., & Reandy, D. (2025). FAKTOR YANG MEMPENGARUHI BRAND LOYALTY YANG DIMEDIASI UNIVERSITY REPUTATION. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(3), 221-247. https://doi.org/10.31955/mea.v9i3.6255
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Articles
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