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Journal : Al-Buhuts (e-journal)

The Role of Brand Equity, Service Quality, and Organizational Commitment as Mediators of Lecturer Performance: A Study at the University of Muhammadiyah Makassar Jamali, Hisnol; Asriati, Asriati; Arief, Syarifuddin
Al-Buhuts Vol. 20 No. 1 (2024): Al-Buhuts
Publisher : Institute Agama Islam Negeri (IAIN) Sultan Amai Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30603/ab.v20i1.4816

Abstract

 This study examines the impact of brand equity, service quality, and organizational commitment on lecturer performance through lecturer work loyalty at the University of Muhammadiyah Makassar. Using a descriptive quantitative research approach, data was collected from 106 respondents through questionnaires. Hypothesis testing was conducted using Path Analysis and Sobel Test methods. The findings indicate that while brand equity has a positive but nonsignificant effect on work loyalty, service quality and organizational commitment significantly influence work loyalty. Furthermore, brand equity, service quality, organizational commitment, and lecturer work loyalty have a positive and significant effect on lecturer performance. However, brand equity does not significantly influence lecturer performance through work loyalty, whereas service quality and organizational commitment do so significantly. The study concludes that improvements in brand equity, service quality, and organizational commitment positively impact increased work loyalty and lecturer performance. Institutions of education can enhance the quality of education they provide by improving lecturer performance and strengthening the relationship between lecturers, students, and the institution. This can be achieved through deeper measurement of brand equity, cross-cultural analysis, the development of integrative models and lecturer development programs, as well as the implementation of marketing strategies.
Co-Authors Adimuntja, Natalia Paskawati Adys, Himala Praptami Ahmad Talib Akbar Wahdana, Rayhan Akhmad, Akhmad Al Husnah Mutmainah Alamsyah - Alfiah S, Nur Reski Almira, Faridha Amaliah, Suci Andi Paida, Andi Anggraini Nur, Yunita Anindhita, Dewi Shafira Arief, Anggreany Arief, Syarifuddin Arif, Asmiati Arifin, Muhammad Ya'rif Ariyani, Amra Ariyati, juhri Asmawati Asmawati Assi, Maria Clara Virginia Aulia Aulia Ayu Pratiwi, Ayu Ayu, Nurul Fitri Baa, Sultan Badaruddin, Sukri Baso Jabu, Baso Bouway, Dolfinus Y. Burhamzah, Muftihaturrahmah Candra candra Devi Savitri Effendy, Devi Savitri dewi, citra kumala Ernawati, Fifth Erni Indrawati Erni Suharini Fadilah, Aisyah Fajirin Alam Syah Farahdiba, Syarifah Fathurrahmi, Nur Fitria Fitria Fitriani Fitriani Fridyatama, Ollyvia G, Hasriani G., Hasriani Geminastiti Sakkir Habir, Dahniar Haera, Ulfa Haeruddin Haeruddin Hafidz, Ma'ruf Hajar, Andi Hariyana, Hariyana Haryanto Atmowardoyo, Haryanto Hasriani G., Hasriani G. Hasyim, Muhammad Qasas Hasyim, Muhammad Qasash Helen Try Juni Asti Hidayah, M hilda, Hildawati Djufri HR, Agus Salim Ibrahim Ibrahim Ilyas, Salmawati Indrawaty, Indrawaty Indriana Indriana, Indriana Inriyanti Assa Irma Puspitasari, Irma Irnaningsih Irnaningsih, Irnaningsih Irwan, Zahrah Rafidah Irwansyah Suwahyu Ismaniar, A. Issac, Fransina Alfonsina Izaac, Fransina Alfonsina Jafriati Jam'an, Andi Jamali, Hisnol Juniasti, Helen Try Jusni Angriani Kadir, Ainun Jariah A. Kartina NA, Sri Kasmia, Kasmia Korompot, Chairil Anwar La Ode Muhammad Sety Lisa Lisa, Lisa Lisda Oktavia Madu Pamangin Maemuna Muhayyang Maharani, Andi Aliah Mamoribo, Sherly Novita Mardiyanah Nasta Marewangang, Resky Shafira Marhana, Andi Marsuki Iswandi, Marsuki Masnan, Sulaiman Masni Masni Masni Masrullah, Masrullah Maturbongs, Margaretha Rosari Mauliah, Failal Ulfi Mayang, Salmah Melinda Melinda Muchtar, Febriana Muhalim, Muhalim Muhammad Asriadi Muhammad Rinaldy Bima Muhtar Muhtar Muliati Muliati, Muliati Muliati, A. Musdalipa, Musdalipa Mustikawati, Yunitari Mutia Ismail Nabuasa, Chrisin Debora Nabuasa, Christin Debora Nadiryati Sadimantara, Fahria Nani Yuniar Nasaruddin Nasaruddin Noni, Nurdin Novia, Lely NUR AENI Nur Asia Umar Nur, Syaharuddin Nurchumayrah, Zalsa Auliya Nurdin, Muhammad Akbar Nurhaedah Nurhaedah Nurwidia, Nurwidia Pamangin, Lisda Oktavia Pamangin, Wilda Wijayani Pariaribo, Konstantina Pariaribo, Konstantina Marthina Pawennei, Mulyati Payung, Aslinda Liling Pitrah Asfian, Pitrah Prasida Yunita Pratama, Rifqi Anan Rafiqi Amran, Mohammad Fauzan Rahayu, Ade Lutfia Rahma Ashari Hamzah Rahmad Risan Rahman, Sufirman Rahmat, Andi Isman Ramadhan Tosepu Ramadhani, Andi Anugerah Ayu Rayhana S, Ryan Ristina Rosauli Harianja Rivaldi, Muh. Rizki Ramadani Rizki Trisnawaty Arwien Rupilu, Vrensca C. M. Salahuddin Salahuddin Salmawati Salmawati, Salmawati Sasmito, Chanra Sety, La Ode Muh Sety, La Ode Muhamad sriwahyuni Sriwahyuni Suarni, Agusdiwana Sudding Sally, Fauzan Hari Sulaiman, Syarifuddin Suryani, St. Susanty, Sri Syamsul Rijal Tahalua, Imran Violita, Fajrin Wa Ode Salma Wahida Wahida Wahyudi Gani, Andika Warda Warda Wardhana Mamonto, Moch Andry Wikra Weda Sukardi, Weda Weya, Arinus Wulandari, Andi Sri Rezky Yusran, Sartiah Zainuddin, Asnia Zose Wirawan