PENGARUH CITRA MERK TERHADAP LOYALITAS MEREK PADA PERGURUAN TINGGI SWASTA
Abstract
ABSTRAK
Penelitian ini bertujuan untuk mengetahui persepsi mahasiswa terhadap citra merk terhadap keputusan siswa memilih perguruan tinggi swasta. Untuk mengukur kualiatas citra merk, peneliti menggunakan metode deskriptif. Penilaian citra merk dicerminkan dari Populasi yang digunakan dalam penelitian ini adalah seluruh mahasiswa Universitas Banten Jaya yang terdiri empat fakultas yaitu Fakultas Ekonomi Fakultas Teknik,Fakultas Komputer dan Fakultas Keguruan Ilmu Pendidikan. Teknik pengambilan sampel yaitu proportional simple random sampling dengan jumlah sampel 15 persen dari total jumlah populasi. Teknik pengambilan sampel dengan menggunakan kuisioner secara online. Uji realibilitas menggunakan rumus korelasi Alpha Cronbach, sedangkan analisis data menggunakan statistik deskripsif dengan aplikasi SPSS. Hasil yang di peroleh dari analisis tersebut dari masingmasing variabel reability,Asssurance,empaty dan Tangible secara keseluruhan responden berpersepsi sudah baik namun untuk dimensi responsiveness ada empat item di nilai cukup untuk tiga item lainya dari dimensi responsiveneess sama seperti empat dimensi lain dimana mahasiswa berpersepsi citra brand Universitas Banten Jaya sudah baik.
References
Ajiboye, T., Harvey, J., & Resnick, S. (2020). Customer engagement behaviour on social media platforms: A systematic literature review. Journal of Customer Behaviour, 18(3), 239–256. https://doi.org/10.1362/147539219x15774563471801
Brodie, R. J., Hollebeek, L. D., Juric, B., & Ilic, A. (2011). Customer Engagement : Conceptual Domain, Fundamental Propositions, and Implications for Research. Journal of Service Research, 13(3), 252–271. https://doi.org/10.1177/1094670511411703.
Casanoves-Boix, J. (2017). Student loyalty as a key variable to build university brand capital. ESIC Market Economics and Business Journal, 48(2), 529–552. https://doi.org/10.7200/esicm.158.0483.3
Chang, W. J. (2020). Experiential marketing, brand image and brand loyalty: a case study of
Starbucks. British Food Journal. https://doi.org/10.1108/BFJ 01-2020-0014
Chapleo, C. (2011). What defines “successful” university brands? International Journal of Public
Sector Management, 23(2), 169–183. https://doi.org/10.1108/0951355101102 2519
Chen, C. (2016). The Investigation on Brand Image of University Education and Students ’ Word- of-Mouth Behavior. Higher Education Studies, 6(4), 23–33. https://doi.org/10.5539/hes.v6n4p23
Danish, R. Q., Usman, A., Degree, M., Effect, T., Perceived, O., Support, O., Attitudes, J., Employee, O., Sector, B., & Lahore, O. (2011). The Impact of Service Quality on Students’ Satisfaction in Higher Education Institutes of Punjab. Journal of Management Research, May 2014.
Gaustad, T., Samuelsen, B. M., Warlop, L., & Fitzsimons, G. J. (2019). Too much of a good thing? Consumer response to strategic changes in brand image. International Journal of Research in Marketing, 36(2), 264–280. https://doi.org/10.1016/j.ijresmar.2019.01.001
Greve, G. (2014). The Moderating Effect of Customer Engagement on the Brand Image – Brand Loyalty Relationship. Procedia - Social and Behavioral Sciences, 148, 203–210. https://doi.org/10.1016/j.sbspro.2014.07.035.
Griffin, J. (2016). Customer Loyalty : Menumbuhkan Dan Mempertahankan Kesetiaan Pelanggan.Erlangga.
Hamid, S., Hosseini, K., Behboudi, L., Hamid, S., & Hosseini, K. (2017). Brand trust and image :effects on customer satisfaction. International Journal of Health Care Quality Assurance,30(7), 580–590. https:// doi.org/10.1108/IJHCQA-04-2016-0054
Hapsari, R., Clemes, M. D., & Dean, D. (2017). The Impact of Service Quality, Customer Engagement and Selected Marketing Constructs on Airline Passenger Loyalty. International Journal of Quality and Service Sciences,9(1), 21–40. https://doi.org/10.1108/ IJQSS-07-2016-0048.
Islam, J. U., Rahman, Z., & Hollebeek, L. D. (2017). Consumer Engagement in Online Brand Communities: A Solicitation of Congruity Theory. Internet Research, 28(1), 23–45.
Kemendikbud. (2017). Data Pendidikan & Kebudayaan. http://publikasi.data.kemdikbud.go.id/uploadDir/isi_4B619F17-97F5-4B93-BB0B-7F83B5512B0B_.pdf
Kotler, P., & Keller, K. L. (2017). Marketing Management (16th ed.).
Pearson India. Liao, S. H., Chung, Y. C., Hung, Y. R., & Widowati, R. (2010). The impacts of brand trust, customer satisfaction, and brand loyalty on word-of-mouth. IEEM2010 - IEEE International Conference on Industrial Engineering and Engineering Management, April2015, 1319–1323. https://doi.org.10.1109/IEEM.2010.5674402
Marliawati, A., & Cahyaningdyah, D. (2020). Impacts the Brand of Experience and Brand Image on Brand Loyalty: Mediators Brand of Trust. Management Analysis Journal, 9(2),140–151.
Minarti, S. N., & Segoro, W. (2014). The Influence of Customer Satisfaction, Switching Cost and Trusts in a Brand on Customer Loyalty – The Survey on Student as im3 Users in Depok, Indonesia. Procedia - Social and Behavioral Sciences, 143, 1015–1019. https://doi.org/10.1016/j.sbspro.2014.07.546
Neupane, R. (2015). The Effects of Brand Image on Customer Satisfaction and Loyalty Intention in Retail Super Market Chain UK. International Journal of Social Sciences and Management, 2(1), 9–26.
Noor, M. F. (2014). Pengaruh Brand Image dan Brand Trust Terhadap Brand Loyalty King Thai Tea Bandung. IMAGE Jurnal Riset Manajemen, 3(2), 127–140.
Oliver, R. L. (2014). Satisfaction: A Behavioral Perspective on Yamin, S., & Kurniawan, H. (2009). Structural Equation Modelling. Salemba Infotek.the Consumer (2nd ed.). Routledge. https://doi.org/10.4324/9781315700892
Özata, F. Z., & Lujja, A. (2017). The Consequences of Consumer Engagement in Social Networking Sites. Business and Economics Research Journal, 8(2), 275–291. https://doi.org/10.20409/berj.2017.50
Pratama, H., & Suprapto, B. (2017). The Effect of Brand Image , Price , and Brand Awareness on Brand Loyalty.
1_(1).jpg){kind=logo}
