Faktor pembentuk brand love dan implikasinyaterhadap customer intention: studi pada konteks jasa pendidikan tinggi

Betari Gendis Wulandari, Whony Rofianto

Abstract


Pendidikan tinggi yaitu jasa yang dipercaya dan membutuhkan upaya dari mahasiswa dan dosen untuk berkontribusi dalam menciptakan nilai bagi keberhasilan pendidikan. Pendidikan tinggi yang diselenggarakan perguruan tinggi swasta (PTS) merupakan fokus utama pada penelitian ini karena dugaan bahwa faktor pembentuk brand love belum dirasakan mahasiswa. Dengan demilikian penelitian ini bertujuan untuk menguji faktor pembentuk brand love dan implikasi terhadap customer intention dari model replikasi pada konteks jasa pendidikan tinggi.Penelitian ini menggunakan teknik pengumpulan data survey online dengan sampel 160 responden mahasiswa Perguruan Tinggi Swasta (PTS) di wilayah  Jakarta, Bogor, Depok, Tangerang, Bekasi (Jabodetabek). Analisis data menggunakan metode Structural Equation Modeling (SEM). Hasil data penelitian menunjukan bahwa brand experience dan self-congruity dapat mempengaruhi terbentuknya brand love. Sementara itu brand love yang dirasakan mahasiswa PTS akan menghasilkan brand loyalty intention dan positive WOM intention.


Keywords


Brand experience; self-congruity; brand love; brand loyalty intention; positive wom intention

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DOI: https://doi.org/10.30872/jinv.v15i2.6469

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