Research Article
The Implementation of Social Media Marketing and Customer Relationship Management as a Competitive Advantage in Private Higher Education to Increase Student Loyalty
@INPROCEEDINGS{10.4108/eai.20-1-2018.2281895, author={Wendi Usino and Dewi Murtiningsih}, title={The Implementation of Social Media Marketing and Customer Relationship Management as a Competitive Advantage in Private Higher Education to Increase Student Loyalty}, proceedings={Proceedings of the 1st Workshop on Multidisciplinary and Its Applications Part 1, WMA-01 2018, 19-20 January 2018, Aceh, Indonesia}, publisher={EAI}, proceedings_a={WMA-1}, year={2019}, month={9}, keywords={social media marketing customer relationship management competitive advantages student loyalty}, doi={10.4108/eai.20-1-2018.2281895} }- Wendi Usino
Dewi Murtiningsih
Year: 2019
The Implementation of Social Media Marketing and Customer Relationship Management as a Competitive Advantage in Private Higher Education to Increase Student Loyalty
WMA-1
EAI
DOI: 10.4108/eai.20-1-2018.2281895
Abstract
The purposes of the study is to determine the influence of social media marketing application to the loyalty of students and to competitive advantage, to determine the influence of the application of competitive advantage to student loyalty, to determine the influence of social media marketing application to the loyalty of students through competitive advantage , to know the influence of customer relationship management application to competitive advantage and to student loyalty, to know the influence of customer relationship management application to student loyalty through competitive advantage. This research includes explanatory research with the sample of research using purposive sampling with total 110 respondents of undergraduate students (S1) in five faculties at Budi Luhur University Jakarta which have been taking at least semester 4. Data were analyzed with Structure Equation Modeling (SEM) consisting of measurement model and structural model of AMOS program. Based on the results of research can be seen that, social media marketing does not affect the loyalty of students and the competitive advantage, competitive advantage affect the loyalty of students, competitive advantage does not mediate the influence of social media marketing to loyalty students, customer relationship management influential against competitive advantage and does not affect student loyalty, and competitive advantage mediate the influence of customer relationship management on student loyalty.