Student Satisfaction as Mediation Variabel of  Brand Image and Service Quality Influence on Student Loyalty

Dewi Murtiningsih; Wendi Usino; Elizabeth Elizabeth; Lohana Juariyah

doi:10.17977/um042v26i3p140-150

Student Satisfaction as Mediation Variabel of Brand Image and Service Quality Influence on Student Loyalty

Dewi Murtiningsih, Wendi Usino, Elizabeth Elizabeth, Lohana Juariyah

Abstract

This research aims to find out student satisfaction as a mediation variable of brand image and service quality influence on student loyalty. This research is explanatory. The total sample used in this research is 110 students. The questionnaire is used as an instrument to collect the respondent's data, which will be tested using validity and reliability test. The analysis instrument used in this research is Smart PLS. The research results show that brand image does not influence student satisfaction, the brand image does not influence student loyalty, student satisfaction does not mediate the influence of brand image on student loyalty, student satisfaction influences student loyalty, service quality influences student satisfaction, service quality does not influence student loyalty, and student satisfaction mediates the influence of service quality on student loyalty. It seems that in private university in medium rank, brand image of university does not influence student satisfaction and student loyalty. Therefore, for next research, it is better to consider the rank of university and its status as private or state university and also age of university. Furthermore, the instrument should be specific for higher education context.

Keywords: Brand Image; Service Quality; Student Satisfaction; Student Loyalty

Full Text:

PDF

References

Alma, B. (2007). Manajemen Pemasaran dan Pemasaran Jasa (Edisi Revi). CV. Alfabeta.

Annamdevula, S. and Bellamkonda, R.S. (2016), "The effects of service quality on student loyalty: the mediating role of student satisfaction", Journal of Modelling in Management, Vol. 11 No. 2, pp. 446-462. https://doi.org/10.1108/JM2-04-2014-0031

Angling, L. K. (2010). Pengaruh Citra Merek Terhadap Loyalitas Konsumen Pada Air Mineral Aqua. Fakultas Ekonomi. Universitas Mercu Buana.

Bakrie, M., Sijanto., B., & Rugaiyah. (2019). The influence of Service Quality , Institutional Reputation, Students' Satisfaction on Students' Loyalty in Higher Education Institution. International Journal for Education and Vocational Studies, 1 (5), 379-391.

Budiyanto, A. (2018). Pengaruh Persepsi Harga, Kualitas Layanan Dan Brand Image Terhadap Tingkat Kepuasan Konsumen Di PT. Yerri Primatam Yosindo. Jurnal Pemasaran Kompetitif, 1(3), 71–80.

Doan, T.T.T. (2021). The Effect of Service Quality on Student Loyalty and Student Satisfaction: An Empirical Study of Universities in Vietnam. Journal of Asian Finance, Economics and Business, 8(8), 0251-0258.

Donaldson, B. & Runciman, F. (2020). Service Quality in Further Education: An Insight into Management Perceptions of Service Quality and those of actual service provider. Journal of Marketing Management, 11(1-3), 243-256. https://doi.org/10.1080/0267257X.1995.9964340

Durmaz, Y., Cavusoglu, S., & Ozer, O. (2018). The Effect of Brand Image and Brand Benefit on Customer Loyalty: The Case of Turkey. International Journal of Academic Research in Business and Social Sciences, 8(5), 528–540. https://doi.org/10.6007/IJARBSS/v8-i5/4140

Hassan, S., Shamsudin, M.F., Hasim, M.A., Mustapha, I., Zakaria, M.H., Daril, M.A.M., & Jaafar, J. (2020). Investigation on Mediating Role of Corporate Image of University on The Link between Service Quality and Student Loyalty. Journal of Critical Review, 7(8), 117-121. http://dx.doi.org/10.31838/jcr.07.07.01

Indarto, E. W., Suroso, I., Sudaryanto, S., & Qomariah, N. (2018). The Effect Of Brand Image And Product Attributes On Customer Satisfaction And Customer Loyalty. Jurnal Aplikasi Manajemen, 16(3), 457–466. https://doi.org/10.21776/ub.jam.2018.016.03.10

Juariyah, L., Hariri, A. P. A. and Syihabudhin. (2020). ‘Work Engagement Investigation of Zakat Management Professional in East Java’, in. doi: 10.5220/0009502703810386.

Nisa’, Luthfi Jauharotun; Juariyah, L. (2018) ‘The Influence of Job Satisfaction on Loyalty of Tourism Buses’ Drivers and Their Assistants in Malang through Organizational Commitment’, Ekonomi Bisnis, 23(2), p. 63. doi: 10.17977/um042v23i2p63-74.

Kambiz, S., Safoura, & Seyedeh, N. (2014). The Impact of Brand Image on Customer Satisfaction and Loyalty Intention (Case Study: Consumer of Hygiene Products). International Journal of Engineering Innovation & Research, 3(1), 57–61.

Keller, K. L. (2009). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (Third Edit). Pearson Education India.

Kotler, P., & Keller, K. L. (2011). Manajemen Pemasaran (Edisi 14). Prentice-Hall Published.

Kurniawati, D. (2014). Pengaruh Citra Merek dan Kualitas Produk Terhadap Kepuasan dan Loyalitas Pelanggan. Jurnal Administrasi Bisnis (JAB), 14(2).

Malik, E., Ghafoor, M. M., & Iqbal, M. (2012). Impact of Brand Image, Service Quality and price on customer satisfaction in Pakistan Telecommunication sector. International Journal of Business and Social Science, 3(23), 123–129.

Martensen, G., & Eskildsen, K. (2000). Benchmarking Student Satisfaction in Higher Education Base on The ECSI Methodology. Sinergie, 9(18), 385–402.

Moslehpour, M., Chau, K. Y., Zheng, J., Hanjani, A. N., & Hoang, M. (2020). The mediating role of international student satisfaction in the influence of higher education service quality on institutional reputation in Taiwan. International Journal of Engineering Business Management, 12, 1-16.

Mulyono, Bayu Hadyanto, Yoestini, Nugraheni, R., & Kamal, M. (2007). Analisis Pengaruh Kualitas Produk Dan Kualitas Layanan Terhadap Kepuasan Konsumen (Studi Kasus Pada Perumahan Puri Mediterania Semarang). Jurnal Studi Manajemen E-Organisasi, 4(2), 91. https://doi.org/10.14710/jsmo.v4i2.4253

Noyan, F., & Şimşek, G. G. (2014). The Antecedents of Customer Loyalty. Procedia - Social and Behavioral Sciences, 109, 1220–1224. https://doi.org/10.1016/j.sbspro.2013.12.615

Palilati, A. (2007). Pengaruh Nilai Pelanggan, Kepuasan Terhadap Loyalitas Nasabah Tabungan Perbankan Di Sulawesi Selatan. Universitas Haluoleo Kendari.

Putra, A., & Jaman, I. W. (2009). Pengaruh Kualitas Pelayanan terhadap Kinerja Kerelasian Nasabah. Jurnal Ekonomi Dan Bisnis, 14(2).

Rangkuti, F. (2002). The power of brands :teknik mengelola brand equity dan strategi pengembangan merk + analysis kasus dengan spss /Freddy Rangkuti. PT. Gramedia Pustaka Utama.

Ratna Pranata, T., & Eka Saputri, M. (2014). Pengaruh Brand Image terhadap Loyalitas Pengguna Smartphone Iphone. Jurnal Sosioteknolog, 1(3).

Setiarini, A., Ghozi, S., & Suriana, I. (2017). Analisis Pengaruh Kualitas Pelayanan Akademik terhadap Kepuasan Mahasiswa di Politeknik Negeri Balikpapan. JSHP ( Jurnal Sosial Humaniora Dan Pendidikan), 1(1), 77. https://doi.org/10.32487/jshp.v1i1.237

Sirhan, F., Wiyani, W., & Suwandaru, A. (2006). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Dan Loyalitas Mahasiswa (Studi pada Mahasiswa Strata I Fakultas Ilmu Sosial dan Ilmu PolitikUniversitas Merdeka Malang). Jurnal Bisnis Dan Manajemen, 3(1), 120–134. https://jurnal.unmer.ac.id/index.php/jbm/article/view/80/21

Sumertana, I. . (2016). Pengaruh Kualitas Pelayanan terhadap Loyalitas Pelanggan dengan Kepuasan Pelanggan sebagai Variabel Intervening pada Water Park Seririt Singaraja Tahun 2014-2015. Jurnal Program Studi Pendidikan Ekonomi, 7(2).

Sutanto, J. ., Hongdiyanto, C., & Minantyo, H. (2014). The Influence Service Quality Product Quality To Customer Satisfaction (A Case Study At Modern Riteil In East Java). The First International Conference on Entrepreneurship.

TeTu, Y., & Hsu, T.-K. (2013). The Impact of Brand Image and Customer Commitment on Loyalty: An Empirical Study of Automobile Sector. Information Management and Business Review, 5(4), 181–193. https://doi.org/10.22610/imbr.v5i4.1042

Tjiptono, F. (1996). Manajemen Jasa. Penerbit Andi.

Yesenia, Y., & Siregar, E. H. (2014). Pengaruh Kualitas Layanan dan Produk terhadap Kepuasan serta Loyalitas Pelanggan KFC di Tangerang Selatan. Jurnal Manajemen Dan Organisasi, 5(3), 183. https://doi.org/10.29244/jmo.v5i3.12166

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31. https://doi.org/10.2307/1251929

DOI: http://dx.doi.org/10.17977/um042v26i3p140-150