Is The Satisfaction Moderate the Influence of Brand Image and Brand Trust Toward Loyalty of Student?
1Totok Haryanto, 2Imam Faisal Hamzah, 3Herdian
1,2,3University of Muhammadiyah Purwokerto, Indonesia
DOI : https://doi.org/10.47191/ijmra/v5-i2-19Google Scholar Download Pdf
ABSTRACT:
This study aims to analyze and determine the effect of brand image and college brand trust towards student loyalty and student satisfaction as intervening variables. The number of respondents in this study is 360 students who will be taken as a sample. Then the analytical test used is the Smart PLS 3.0 software. The results of this study shows that the brand image and brand trust have the significance effect on loyalty. However, the brand image has no influence on the student satisfaction, and the following result also shows that the loyalty has not affected by satisfaction of student. Brand image and brand trust has no effect on loyalty through the satisfaction of student.
KEYWORDS:brand image, brand trust, loyalty, satisfaction
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