Proceedings of the 1st International Conference on Economics and Business, ICEB 2023, 2-3 August 2023, Padang, Sumatera Barat, Indonesia

Research Article

The Role of Advocacy as Mediating Influence between Brand Trust and Institutional Commitment toward Student Loyalty in Private University

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  • @INPROCEEDINGS{10.4108/eai.2-8-2023.2341527,
        author={Totok  Haryanto and Meydy  Fauziridwan and Feri  Wibowo and Muhammad Arjuna Risky Husen},
        title={The Role of Advocacy as Mediating Influence between Brand Trust and Institutional Commitment toward Student Loyalty in Private University},
        proceedings={Proceedings of the 1st International Conference on Economics and Business, ICEB 2023, 2-3 August 2023, Padang, Sumatera Barat, Indonesia},
        publisher={EAI},
        proceedings_a={ICEB},
        year={2024},
        month={6},
        keywords={advocacy brand trust institutional commitment student loyalty},
        doi={10.4108/eai.2-8-2023.2341527}
    }
    
  • Totok Haryanto
    Meydy Fauziridwan
    Feri Wibowo
    Muhammad Arjuna Risky Husen
    Year: 2024
    The Role of Advocacy as Mediating Influence between Brand Trust and Institutional Commitment toward Student Loyalty in Private University
    ICEB
    EAI
    DOI: 10.4108/eai.2-8-2023.2341527
Totok Haryanto1,*, Meydy Fauziridwan1, Feri Wibowo1, Muhammad Arjuna Risky Husen1
  • 1: Universitas Muhammadiyah Purwokerto
*Contact email: feb.ump.th@gmail.com

Abstract

This research investigates the role of advocacy as a moderating factor between brand trust and institutional commitment to student loyalty in a private university setting. In the study's quantitative technique, a survey questionnaire is utilized to collect information from a sample of students enrolled in a private institution. To examine the data and test the proposed theoretical model, structural equation modeling (SEM) is used. According to the research framework, brand trust positively promotes institutional commitment, which in turn improves student advocacy and leads to better levels of student loyalty. The findings show that advocacy plays an important mediating function between brand trust and institutional commitment, implying that students with greater levels of brand trust are more likely to establish a stronger commitment to the institution and engage in advocacy behaviors. In addition, the study shows that both brand trust and institutional commitment have a direct positive impact on student loyalty.