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All Journal Dinamika Akuntansi Keuangan dan Perbankan Teika SEIKO : Journal of Management & Business JIAI (Jurnal Ilmiah Akuntansi Indonesia) Performance : Jurnal Bisnis dan Akuntansi Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Ilmiah Akuntansi Kesatuan INTELEKTIVA Journal of Trends Economics and Accounting Research Jurnal Ekonomi, Manajemen dan Akuntansi (JEKMA) Jurnal Terapan Ilmu Manajemen dan Bisnis (JTIMB) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Journal of Artificial Intelligence and Digital Business Innovative: Journal Of Social Science Research Jurnal Ekonomis Benefit : Journal of Bussiness, Economics, and Finance Jurnal Multidisiplin Sahombu Journal of Innovative and Creativity Jurnal Akademi Akuntansi Indonesia Padang Jurnal Simki Economic
Herold Moody Manalu
Universitas Advent Indonesia
Religion Arts Humanities Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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Pengaruh Brand Equity terhadap Kepuasan Pelanggan di Sekolah Advent Purwodadi, Jawa Timur Herold Moody Manalu; Francis Hutabarat
Jurnal Simki Economic Vol 9 No 1 (2026): Volume 9 Nomor 1 Tahun 2026
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/jse.v9i1.1539

Abstract

Education is widely regarded as a critical pathway to children’s future success, prompting parents and communities to invest in high-quality schooling. In a competitive context such as East Java, Indonesia, schools, including boarding institutions, increasingly adopt branding strategies to differentiate themselves and attract students. This study examines the effect of brand equity on customer satisfaction in the educational sector, using Purwodadi Adventist School as the research context. Brand equity was measured through five dimensions: brand awareness, perceived quality, brand association, brand loyalty, and brand assets, while customer satisfaction served as the dependent variable. A quantitative approach was applied, collecting data from 36 students and parents in 2025. Data analysis was conducted using Jamovi software, employing descriptive statistics, correlation analysis, regression analysis, t-tests, and F-tests to evaluate hypotheses. Results indicate that the overall brand equity model significantly predicts customer satisfaction (F = 115, p < .001, R² = 0.950). Among the five dimensions, perceived quality and brand assets had significant positive effects on satisfaction, whereas brand awareness, brand association, and brand loyalty did not show significant impacts. These findings highlight the importance of functional quality and intangible institutional reputation in shaping stakeholder satisfaction.
Co-Authors ALLFRIENDO FRIDES OXITO SAGALA Angelina Simanjuntak Beilden Andre Tambunan Chatherine Meilani Marpaung Dwi Pardosi Egia Ninta Br Ginting Francis Hutabarat Harlyn L. Siagian James Sylvanus Uly Reke Jeckson Okgri Embuk Yolemal Jennifer Brooklin Mira Jocelyn Rajagukguk Joey Rivaldo Simanjuntak Junita Manurung Lenita Waty Marpaung, Samuel Ariaputradana Marthinus Ismail Meidy Lieke Karundeng Meylina Meylina Mila Susanti Namia Nathaniel Juliet Poyoh Naomi Octafiyanti Pryanti Silaban Remista Simbolon Revaldo Timothy Edwardo Simanjuntak Saut Rediman Situmorang Sijabat, Yolanda Margaretta Simanjuntak, Angelina Sinabutar Santa Monica Situmorang, Andrew Stephanie B. P. Simbolon Yokebet ND Nainggolan Yosefhani Sigalingging, Angeline Yudith N, Caroline Yunita Sirait, Santya