Jurnal Ilmu Manajemen
Vol 11, No 1 (2021): Jurnal Ilmu Manajemen

Pengaruh Citra Merek Terhadap Loyalitas Perguruan Tinggi Melalui Social Media Customer Engagement dan Kepuasan Pelanggan

Darmadi, Roby (Unknown)
Silitonga, Parlagutan (Unknown)
Kristiadi, Al Agus (Unknown)

Article Info

Publish Date
01 Dec 2021

Abstract

This study aims to analyze the influence of brand image on the brand loyalty of private universities mediated by social media customer engagement and customer satisfaction. This research is a quantitative research using nonprobability sampling. 218 students and alumni of a tourism college in Jakarta were used as respondents to fill out the questionnaire. The data analysis method used is Structural Equation Model  (SEM). The results revealed that brand image directly has a significant effect on brand loyalty. Social media customer engagement and customer satisfaction are indirect mediators that significantly affect brand image to brand loyalty.

Copyrights © 2021




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Jurnal Ilmu Manajemen
Website

Abbrev

ilmu_manajemen

Publisher

Universitas Muhammadiyah Palembang

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Ilmu Manajemen is published by Pascasarjana Management Department. It is published twice year in June and December. Jurnal Ilmu Manajemen publish papers in the field of management science that give contribution to the development of management science, and management practices. We accept ...