The Effort to Increase Loyalty through Brand Image, Brand Trust, and Satisfaction as Intervening Variables
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 interven...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Laboratorium Rekayasa Sosial, Jurusan Sosiologi, FISIP Universitas Bangka Belitung
2021-06-01
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| Series: | Society |
| Subjects: | |
| Online Access: | https://society.fisip.ubb.ac.id/index.php/society/article/view/303 |
| Summary: | 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.
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| ISSN: | 2338-6932 2597-4874 |