Research Article
The Impact of Brand Trust and Students Satisfaction Towards Student Loyalty
@INPROCEEDINGS{10.4108/eai.20-1-2018.2281896, author={Wendi Usino and Dewi Murtiningsih and Moeljadi Moeljadi}, title={The Impact of Brand Trust and Students Satisfaction Towards 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={brand trust student satisfaction student loyalty}, doi={10.4108/eai.20-1-2018.2281896} }- Wendi Usino
Dewi Murtiningsih
Moeljadi Moeljadi
Year: 2019
The Impact of Brand Trust and Students Satisfaction Towards Student Loyalty
WMA-1
EAI
DOI: 10.4108/eai.20-1-2018.2281896
Abstract
This study aimed to determine the impact of academic service quality on student loyalty, the impact of academic services on student satisfaction, and the impact of student satisfaction on student loyalty. This research was explanatory research in which the population was students of Faculty of Economics and Business Budi Luhur University, Jakarta. The data were collected using questionnaires that its reliability and validity were tested for 30 respondents. The research sample used was purposive sampling with total 96 respondents. The data were analysed using SPSS. Based on the analysis results, it was seen that brand trust affects students’ loyalty. However, brand trust did not affect student satisfaction, and student satisfaction did not affect student loyalty. The limitations of this study were on the research object and the number of respondents. The least number of variables used in this study was to expect further research to add other variables that could affect student satisfaction and loyalty. Based on data analysis, it revealed that brand trust variable did not affect student satisfaction and student satisfaction variable did not influence student loyalty