THE ROLE OF STUDENT SATISFACTION IN MEDIATING THE INFLUENCE OF BRAND IMAGE AND SERVICE QUALITY OF ENGLISH LANGUAGE COURSES IN MAKASSAR ON STUDENT LOYALTY
Article Sidebar
Main Article Content
Abstract
This research uses student happiness as a mediator to evaluate how brand image and service quality affect student loyalty. Quantitative research was used, and SEM with Partial Least Square (PLS) was used to examine the data. This study's independent variables include brand image and service quality, while student loyalty and satisfaction are the dependent and mediating factors. An online Google Form quiz used a Likert scale to gather data. Purposive sampling was used to choose 77 Makassar English Grammar Institute pupils. Student satisfaction mediates the favorable and substantial effects of brand image and service quality on student loyalty.
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Aaker, D. (2010). Manajemen Ekuitas Merek. Spektrum Mitra Utama.
Alves, T. da C., Dewi, L. K. C., & Soares, A. da C. (2022). The Effect of Quality Service, Brand Image and Tuition Fees on Student Loyalty Mediated by Student Satisfaction at Instituto Profissional De Canossa, Dili, Timor Leste. Journal of Digitainability, Realism & Mastery (DREAM), 01(2). https://dreamjournal.my
Aryamti, A. S., & Suyanto, A. (2019). Analisis Kualitas Produk, Kualitas Pelayanan Dan Citra Merek Pada Kepuasan Pelanggan Klinik Kecantikan Dan Pengaruhnya Terhadap Loyalitas Pelanggan Analysis Of Product Quality, Service Quality And Brand Image On Customer Satisfaction Clinic Beauty And Effect On Customer Loyalty. E-Proceeding of Management, 6(1).
Burhan, I., Afifah, N., & Sari, S. (2022). Metode Penelitian Kuantitatif. Insan Cendekia Mandiri. https://books.google.co.id/books?hl=id&lr=&id=3pSbEAAAQBAJ&oi=fnd&pg=PA6&dq=metode+penelitian+kuantitatif+burhan&ots=2jC7pJ9-HX&sig=k4q2QF1Qb0ql7EC3IgJj8Z-IfCU&redir_esc=y#v=onepage&q=metode%20penelitian%20kuantitatif%20burhan&f=false
Cesariana, C., Juliansyah, F., & Fitriyani, R. (2022). Model Keputusan Pembelian Melalui Kepuasan Konsumen Pada Marketplace: Kualitas Produk dan Kualitas Pelayanan (Literature Review Manajemen Pemasaran). Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 3(1), 2022. https://doi.org/10.38035/jmpis.v3i1
Dam, S. M., & Dam, T. C. (2021). Relationships between Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty. Journal of Asian Finance, Economics and Business, 8(3), 585–593. https://doi.org/10.13106/jafeb.2021.vol8.no3.0585
Darmadi, R., Silitonga, P., & Kristiadi, A. A. (2021). Pengaruh Citra Merek Terhadap Loyalitas Perguruan Tinggi Melalui Social Media Customer Engagement dan Kepuasan Pelanggan. Jurnal Ilmu Manajemen, 11(1), 11. https://doi.org/10.32502/jimn.v11i1.3430
Djafar, R. W., Nurhajati, N., & Asiyah, S. (2022). Peran Kepuasan Sebagai Mediasi Pengaruh Kualitas Layanan dan Brand Image Terhadap Loyalitas Lembaga Bimbel. BISNIS : Jurnal Bisnis Dan Manajemen Islam, 10(2), 365. https://doi.org/10.21043/bisnis.v10i2.13851
Doan, T. T. T. (2021). The Effect of Service Quality on Student Loyalty and Student Satisfaction: An Empirical Study of Universities in Vietnam. Journal of Asian Finance, Economics and Business, 8(8), 251–0258. https://doi.org/10.13106/jafeb.2021.vol8.no8.0251
Effendy, M. L., Sari, M. I., & Hermawan, H. (2021). Pengaruh Strategi Promosi Melalui Media Sosial, Kualitas Pelayanan, dan Word of Mouth Terhadap Loyalitas Pelanggan pada Warung Kopi Cak Kebo. E-Journal Ekonomi Bisnis Dan Akuntansi, 8(2), 107. https://doi.org/10.19184/ejeba.v8i2.24805
Erinawati, F., & Syafarudin, A. (2021). Pengaruh Kualitas Pelayanan, Harga, Promosi Terhadap Keputusan. Jurnal Llmiah Ilmu Manajemen Dan Kewirausahaan, 1(1). https://doi.org/10.46306/vls.v1i1
Firmansyah, F., & Haryanto, R. (2019). Manajemen Kualitas Jasa.
Har, O. S., & Ramasamy, R. (2022). Service Quality and Corporate Image Leads to Student Loyalty Mediated by Student Satisfaction in the Malaysia Context. International Journal of Social Science Research (IJSSR), 4(1), 146–156. http://myjms.mohe.gov.my/index.php/ijssrJournalwebsite:http://myjms.mohe.gov.my/index.php/ijssrhttp://myjms.mohe.gov.my/index.php/ijssr
Harahap, L. K. (2020). Analisis SEM (Structural Equation Modelling) Dengan SMARTPLS (Partial Least Square).
Hassan, S., & Shamsudin, M. F. (2019). Measuring the Effect of Service Quality and Corporate Image on Student Satisfaction and Loyalty in Higher Learning Institutes of Technical and Vocational Education and Training. International Journal of Engineering and Advanced Technology, 8(5), 533–538. https://doi.org/10.35940/ijeat.E1077.0585C19
Hawkins, & Lonney. (1997). Consumer Behaviour: Building Marketing Strategy. McGraw-Hill. .
Herman, H. (2022). Impact of Service Quality on Customer Satisfaction: A Case Study in Educational Institutions. ADPEBI International Journal of Business and Social Science, 2(1), 39–45. https://doi.org/10.54099/aijbs.v2i1.104
Indy, R., Waani, F. J., & Kandowangko, N. (2019). Peran Pendidikan Dalam Proses Perubahan Sosial Di Desa Tumaluntung Kecamatan Kauditan Kabupaten Minahasa Utara (Vol. 12, Issue 4).
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Pretice Hall, Inc.
Krisbiyanto, A., & Nadhifah, I. (2022). Pengaruh Lokasi dan Citra Sekolah Terhadap Keputusan Siswa Memilih Sekolah di Sekolah Menengah Atas Negeri. In Academicus: Journal of Teaching and Learning (Vol. 1, Issue 1). http://academicus.pdtii.org/index.php/acad/index
Kusumastuti, A., Khorion, A., & Achmadi, T. (2020). Metode Penelitian Kuantitatif. Deepublish. https://books.google.com/books?hl=id&lr=&id=Zw8REAAAQBAJ&oi=fnd&pg=PP1&dq=metode+penelitian+kuantitatif+kusumastuti&ots=fejIzCDmHg&sig=2v5S9WzIbX2RFmuWsdJ2AIl8dm8
Larasati, F., & Suryoko, S. (2020). Pengaruh Kualitas Pelayanan Dan Citra Merek Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan (Studi“Pada Pengguna Jasa Pengiriman Surat Kilat Khusus PT. Pos Indonesia Di Kota”Semarang). Jurnal Administrasi Bisnis, 9(4). www.topbrand-award.com
Lovelock, C., Wirtz, J., & Mussry, J. (2011). Pemasaran Jasa (7th ed.). Erlangga
Lubis, J., Fitri, N., & Ridwan, S. (2024). Pentingnya Menguasai Bahasa Inggris dan Faktor Yang Mempengaruhi Kemampuan Berbahasa Inggris. 3(3), 3599–3601.
Mardiyah, R. H., Aldriani, S. N. F., Chitta, F., & Zulfikar, M. R. (2021). Pentingnya Keterampilan Belajar di Abad 21 sebagai Tuntutan dalam Pengembangan Sumber Daya Manusia. Jurnal Pendidikan, 12(1).
Masruroh, D., Harapan, R. S., & Wibisono, D. (2023). Pengaruh Electronic Word of Mouth (E-WOM) Terhadap Loyalitas Konsumen Dengan Keputusan Pembelian Sebagai Variabel Mediasi (Studi Kasus Pada Konsumen Wanita Monokrom Store Yogyakarta). Citizen : Jurnal Ilmiah Multidisiplin Indonesia, 3(2), 112–128. https://doi.org/10.53866/jimi.v3i2.283
Mbete, G. S., & Tanamal, R. (2020). Effect of Easiness, Service Quality, Price, Trust of Quality of Information, and Brand Image of Consumer Purchase Decision on Shopee Online Purchase. Jurnal Informatika Universitas Pamulang, 5(2), 100. https://doi.org/10.32493/informatika.v5i2.4946
Mehta, A. M., & Tariq, M. (2020). How Brand Image and Perceived Service Quality Affect Customer Loyalty Through Customer Satisfaction. Academy of Marketing Studies Journal, 24(1). https://www.researchgate.net/publication/340105373
Moslehpour, M., Chau, K. Y., Zheng, J. J., Hanjani, A. N., & Hoang, M. (2020). The mediating role of international student satisfaction in the influence of higher education service quality on institutional reputation in Taiwan. International Journal of Engineering Business Management, 12. https://doi.org/10.1177/1847979020971955
Murtiningsih, D., Usino, W., Elizabeth, & Juariyah, L. (2021). Student Satisfaction as Mediation Variable of Brand Image and Service Quality Influence on Student Loyalty. Ekonomi Bisnis, 26(3), 140–150. https://doi.org/10.17977/um042v26i3p140-150
Muzakir, M. I., & Susanto. (2023). Implementasi Kurikulum Outcome Based Education (OBE) Dalam Sistem Pendidikan Tinggi di Era Revolusi Industri 4.0. Edukasiana: Journal of Islamic Education, 2(1), 118–139. https://ejournal.darunnajah.ac.id/index.php/edukasiana
Nagoya, R., Bernarto, I., Antonio, F., Pramono, R., Wanasida, A. S., & Purwanto, A. (2021). Exploring Intention to Enroll University Using an Extended Stimulus - Organism - Response Model. Academy of Strategic Management Journal, 20(2).
Nunkoo, R., Teeroovengadum, V., Ringle, C. M., & Sunnassee, V. (2020). Service quality and customer satisfaction: The moderating effects of hotel star rating. International Journal of H
Nurrohman, R., Astuti, S., & Yulianto, E. (2023). The Effect of E-CRM Implementation and E-Service Quality on Corporate Image and Customer Satisfaction and Its Impact on Customer Loyalty. Jurnal Administrasi Bisnis, 17(2). https://profit.ub.ac.id
Omoregie, O. K., Addae, J. A., Coffie, S., Ampong, G. O. A., & Ofori, K. S. (2019). Factors influencing consumer loyalty: Evidence from the Ghanaian Retail Banking Industry. International Journal of Bank Marketing, 37(3), 798–820. https://doi.org/10.1108/IJBM-04-2018-0099
Qomariah, N., Budiastuti, A., Sanosra, A., Susbiani, A., & Budisatoto, E. (2020). Building Student Satisfaction and Loyalty Based on Service Quality and Institutional Image. International Journal of Economics and Management Studies, 7(9), 24–33. https://doi.org/10.14445/23939125/ijems-v7i9p103
Rahmah, R. C. (2020). Analisis Citra Madrasah Dan Kualitas Layanan Pendidikan Terhadap Kepuasan Orang Tua Serta Implikasinya Pada Loyalitas Orang Tua Siswa di Madrasah Ibtidaiyah Negeri 13 Jakarta.
Ramya, N., Kowsalya, A., & Dharanipriya, K. (2019). Service Quality and Its Dimension. EPRA International Journal of Research and D
Rizaty, M. A. (2023). Daftar Negara dengan Kecakapan Bahasa Inggris Terbaik di Asean pada 2023. DataIndonesia.Id.
Rosa, N. (2022). EF Rilis Skor Kecakapan Bahasa Inggris di Indonesia, Surabaya Tertinggi . DetikEdu.
Rosalia, I., & Lestariningsih, M. (2021). Pengaruh Kualitas Pelayanan dan Harga Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Pada Globalart San Diego Surabaya. Jurnal Ilmu Dan Riset Manajemen
Shelina, C., & Panjaitan, L. H. B. (2023). Manajemen Strategik dan Manajemen Operasional Serta Implementasinya Pada Lembaga Pendidikan. Journal of Visions and Ideas, 3(2), 314–323.
Sulikah, S., Muharsih, L., & Simatupang, M. (2021). Pengaruh Citra Merek Terhadap Keputusan Pembelian Bimbingan Belajar Online Ruang Guru di SMAN 1 Banyusari Karawang. Empowerment Jurnal Mahasiswa Psikologi Universitas Buana Perjuangan Karawang, 1(3).
Triono, W. A., & Khalid, J. (2023). The Influence of Service Quality, Brand Image and Accessibility on Hotel Customer Satisfaction in Indonesia. Strategic Management Business Journal, 3(1), 1. https://doi.org/10.55751/smbj.v3i01.58
Widyastuti, A. S., Sutrisno, & Ilmu. (2020). Pengaruh Kompetensi Tutor, Harga dan Prestasi Belajar Siswa terhadap Loyalitas Pelanggan Lembaga Bimbingan Belajar Dengan Kepuasan Sebagai Intervening. 78–80