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