Article Per Year (5 Year)
p-Index From 2021 - 2026
1.037
P-Index
This Author published in this journals
All Journal KUMPULAN JURNAL DOSEN UNIVERSITAS MUHAMMADIYAH SUMATERA UTARA Jurnal Manajemen Jurnal AKMAMI (Akuntansi Manajemen Ekonomi) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Proceeding International Seminar of Islamic Studies Prioritas : Jurnal Pengabdian Kepada Masyarakat
NEL ARIANTY
Muhammadiyah University Of North Sumatra
Religion Arts Astronomy Computer Science & IT Economics, Econometrics & Finance Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Physics Other

Published : 11 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 11 Documents
Search

 1   2 
Building the Brand Image: An Empirical Examination of Antecedents and Consequences Purnama, Nadia Ika; Arianty, Nel; Rialdy, Novien
Jurnal Manajemen Vol. 30 No. 1 (2026): February 2026
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jm.v30i1.3240

Abstract

This study aims to analyze the effect of service quality on student satisfaction and its impact on the brand image of private universities in North Sumatra, with word of mouth (WOM) as a mediating variable. This study uses a quantitative approach with a survey method of active students from several private universities. The results of the analysis show that service quality has a significant effect on student satisfaction; satisfaction affects brand image; and WOM affects brand image. In addition, WOM has been shown to mediate the effect of satisfaction on brand image. This finding confirms that student satisfaction directly impacts brand image and WOM, an influential informal communication channel. This research provides theoretical contributions to the development of consumer behaviour models in the higher education sector and practical implications for higher education management to improve services and strengthen the institution's image.
Co-Authors Al-Hafizh , Fahri Arsya Ferdy Riza Jufrizen Julita Julita Martiano, Martiano Munthe, Nindi Palensia br Novien Rialdy Purnama, Nadia Ika