Open AccessDo Brand Image and Brand Trust Mediate the Effect of Service Quality on Brand Loyalty? Lessons from Higher Education Sector
Author(s) -
Milcha Handayani Tammubua
Publication year - 2021
Publication title -
britain international of humanities and social sciences (biohs) journal
Language(s) - English
Resource type - Journals
ISSN - 2685-3868
DOI - 10.33258/biohs.v3i2.452
Subject(s) - structural equation modeling , likert scale , brand loyalty , brand image , brand management , advertising , business , brand awareness , loyalty , service quality , marketing , quality (philosophy) , tertiary sector of the economy , brand equity , service (business) , psychology , mathematics , statistics , developmental psychology , philosophy , epistemology
This study analyzes the relationship between service quality on brand image, brand trust, and brand loyalty in the higher education sector. This study used a 4-point Likert scale questionnaire to collect the data from 185 students at the Distance Learning Program Unit Universitas Terbuka Jayapura registered in 2014-2018. It also employed the Structural Equation Modeling Partial Least Square (SEM-PLS) method to analyze the data with the help of SmartPLS 3 software. The results showed that service quality positively and significantly affected the brand image, brand trust, and brand loyalty. Brand trust has a positive and significant effect on brand loyalty, while the brand image has no significant effect on brand loyalty.