Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
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All Journal Journal of Applied Accounting And Business (JAAB)
Hapzi Ali
Fakultas Ekonomi & Bisnis, Universitas Bhayangkara Jakarta Raya
Economics, Econometrics & Finance

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Systematic Literature Review: Determinan Brand Trust Perguruan Tinggi Melalui Brand Image Dengan Akreditasi Sebagai Variabel Moderasi Pramesti Nurul Adinda; Hapzi Ali
Journal of Applied Accounting And Business Vol. 8 No. 1 (2026): JAAB Juni 2026
Publisher : LP2M Politeknik Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37338/wsfbee77

Abstract

The study aims to analyze factors affecting university brand trust through brand image with accreditation as a moderating variable. The research object is higher education institutions in the context of educational marketing. The method used was a systematic literature review based on Preferred Reporting Items for Systematic Reviews and Meta-Analyses guidelines through literature searches in Google Scholar and scopus for the period 2021–2026. Based on the selection process, 15 articles met the inclusion criteria. The results showed that campus facilities, campus activities, alumni influence, digital marketing, and tuition fees positively affect university brand image. Furthermore, brand image significantly affects brand trust, while accreditation strengthens the relationship between brand image and brand trust. In conclusion, improving university brand trust requires integrated strategies through service quality enhancement, student experience, alumni reputation, digital marketing, affordable tuition, and stronger accreditation.
Co-Authors Pramesti Nurul Adinda