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All Journal Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurnal Ilmu Ekonomi Manajemen dan Akuntansi
Helena Louise Panggabean
Unknown Affiliation
Religion Arts Humanities Economics, Econometrics & Finance Social Sciences

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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.
Examining the Effects of Service Quality, Customer Satisfaction, and Marketing Communication on Customer Loyalty in Consumer Finance Budhi Heriyanto, Agustinus Yanuar; Helena Louise Panggabean
Ilmu Ekonomi Manajemen dan Akuntansi Vol. 6 No. 2 (2025): Jurnal Ilmu Ekonomi Manajemen dan Akuntansi
Publisher : Universitas Mohammad Husni Thamrin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37012/ileka.v6i2.3174

Abstract

The consumer finance industry in Indonesia has become increasingly competitive due to the rapid growth of non-bank financial institutions and the widespread adoption of digital technology. The increasingly intense competition in the financial services industry requires companies to deliver high-quality services efficiently in order to enhance customer satisfaction and loyalty. In the context of consumer finance, rapid business expansion is often prioritized, while critical factors such as service quality, customer satisfaction, and effective marketing communication receive less attention. However, these factors play a crucial role in sustaining long-term customer loyalty and competitive advantage. This study aims to examine the effects of service quality, customer satisfaction, and marketing communication on customer loyalty in the consumer finance sector. Data were collected using a structured questionnaire administered to 100 customers of a consumer finance company in Indonesia. Multiple linear regression analysis was employed, along with tests of the coefficient of determination and hypothesis testing using SPSS 26.0. The results indicate that service quality, customer satisfaction, and marketing communication have a significant and positive effect on customer loyalty, with an adjusted R² value of 69.8%. The t-test results confirm the individual significance of each independent variable, while the F-test demonstrates the overall robustness of the regression model. These findings highlight the importance of strengthening service quality, enhancing customer satisfaction, and implementing effective marketing communication strategies to foster customer loyalty in the consumer finance industry.
Co-Authors Budhi Heriyanto, Agustinus Yanuar Nasib Rafida Khairani Widy Hastuty HS Zulia Rifda Daulay