Proceedings of the 2nd International Seminar on Business, Economics, Social Science and Technology (ISBEST 2019)

The Impact of Brand Trust, Brand Loyalty, Brand Image on Service Quality

Authors
Deni Surapto
Corresponding Author
Deni Surapto
Available Online 25 May 2020.
DOI
10.2991/aebmr.k.200522.033How to use a DOI?
Keywords
brand trust, brand loyalty, brand image, service quality
Abstract

The value of customer loyalty for the institution has the effect of decision making involving alternative available brands. More value in loyalty can minimize costs in marketing, leverage, attract new customers, be responsive in responding to threats, opportunities, opportunities, strengths from competitors. Looking at the 33-year Open University experience, the study tries to broaden our understanding of understanding college branding that focuses on diverse brand concepts. The principles of brand management and good strategies that will be used will overcome the imaging barriers of brand distance education. The methodology in this research uses Structure Modelling Partial Least Square with stratify random sampling, the number of samples 285 people through four Likert scales. The findings prove that Service Quality has a significant positive effect (5,147) on Brand Image, Service Quality has a significant positive effect (2,978) on brand trust level, Service Quality has a significant positive effect (7,719) on Brand Loyalty, Service Quality has a significant positive effect on (11,489) Tangible, (9,519) empathy, (9,857) responsiveness, (15,819) reliability and (8,568) guarantees and greater than t-tables. Based on the results of the discussion of research on the Factor Analysis of the Relationship Structure between Brand Trust, Brand Loyalty, Brand Image on Service Quality shows the conclusion that Service Quality has a significant positive effect on Brand Image. Quality of Service Significantly positive effect. The level of brand trust. Service Quality has a significant positive effect on Brand Loyalty. The positive experience of students in service needs to be appreciated by UPBJJ in supporting the promotion and public education. Enhancing services is perfect to support the experience effects of new customers. From these results customers will spread good news to prospective customers / prospective students, can increase loyalty efforts by paying attention to the needs of students in improving services.

Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 2nd International Seminar on Business, Economics, Social Science and Technology (ISBEST 2019)
Series
Advances in Economics, Business and Management Research
Publication Date
25 May 2020
ISBN
10.2991/aebmr.k.200522.033
ISSN
2352-5428
DOI
10.2991/aebmr.k.200522.033How to use a DOI?
Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Deni Surapto
PY  - 2020
DA  - 2020/05/25
TI  - The Impact of Brand Trust, Brand Loyalty, Brand Image on Service Quality
BT  - Proceedings of the 2nd International Seminar on Business, Economics, Social Science and Technology (ISBEST 2019)
PB  - Atlantis Press
SP  - 162
EP  - 167
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200522.033
DO  - 10.2991/aebmr.k.200522.033
ID  - Surapto2020
ER  -