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Widy Hastuty HS
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Increasing Brand Trust through Marketing Communication and Its Impact on School principal's Loyalty Nasib Nasib; Helena Louise Panggabean; Rafida Khairani; Zulia Rifda Daulay; Widy Hastuty HS
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 4, No 2 (2021): Budapest International Research and Critics Institute May
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v4i2.1913

Abstract

The purpose of this study is to determine the effect of communication marketing on school principal loyalty through brand trust. The approach in this research was quantitative. The data were obtained through a questionnaire with the Likert scaling technique. The population and sample in this study was 45 principals of high school, vocational and Aliyah private schools in Binjai and Langkat district. The sampling technique was accidental sampling was 45 respondents. The results showed that 1) marketing communication has a significant effect on brand trust. 2) Marketing communication has no effect on principal loyalty. 3) Student brand trust has a significant effect on the principal's loyalty. 4) Marketing communication has a significant effect on principal loyalty through brand trust.
Co-Authors Adi Harianto Agus Ahmad Fadli Ahmad Fadli Ahmad Rivai Amin Hou Andri Soemitra azzahra, an suci Debora Tambunan Deby Siska Oktavia Pasaribu Emma Novirsari Ester Hervina Sihombing Ester Hervina Sihombing Helena Louise Panggabean Hervina Sihombing, Ester Juliansyah, Roni Maisyarah Salsabila Manda Dwipayani Bhastary Martin Martin Martin Mhd Ismail Magfur Mhd Restu Razaq Razaq Minasari Nasution Nasib Nirmalasari Nurlaila Harahap Rafida Khairani Ratih Amelia Ratih Amelia Rivai, Ahmad Sabaruddin Chaniago Tony Honkley Tyus Windi Ayuni Zulia Rifda Daulay