Peer Riviewe The Effort to Increase Loyalty through Brand Image, Brand Trust, and Satisfaction as Intervening Variables

Oleh : Martin
Diterbitkan di : KUMPULAN PENELITIAN DOSEN POLI
Volume : 100 No : 1 Juni 2020
Penerbit : Politeknik Unggul LP3M
ISSN : 1

Abstrak

Polytechnic is a university focusing on vocational education.
Politeknik Unggul LP3M is to provide an appropriate
vocational education in supporting industrial demand. This
study focuses on maximizing students’ loyalty influenced by
brand image and trust, where students’ satisfaction is an
intervening variable. Path analysis was chosen for this study.
As many as 125 people were chosen as respondents, and the
technique sampling used purposive random sampling. The
study showed that brand image and trust significantly impact
students’ loyalty and satisfaction in Politeknik Unggul LP3M.
Students’ satisfaction has a crucial role in mediating brand
image and brand trust on students’ loyalty.

Kata Kunci : Brand Image; Brand Trust; Loyalty; Satisfaction; Student

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Peer Riviewe The Effort to Increase Loyalty through Brand Image, Brand Trust, and Satisfaction as Intervening Variables

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