Pengaruh Service Quality, Brand Image dan Perceived Value sebagai Moderating Variable terhadap Brand Loyalty
Keywords:
Service Quality, Brand Image, Brand Loyalty dan Perceived Value
Abstract
Higher education is one of the service industries that must have service quality and good branding in order to be able to face competition. Higher education institutions must be able to know the condition of service quality, brand image and perceived value obtained by students, so that they will be able to know the effect on brand loyalty. This research was conducted to illustrate the influence of service quality, brand image and perceived value on brand loyalty of Trisakti STMK students. Respondents from this study were 124 STMK Trisakti students. Descriptive analysis is done to find out what factors influence brand loyalty. The results showed that: 34.9% variation in perceived value can be explained by the variables of service quality and brand image, and 64.1% explained by other variables not found in this study, and 48.1% of variables brand loyalty can be explained by variables brand image and perceived value and 51.9% are explained by other variables not found in this study.
References
Aaker David A, 1991, “Managing Brand Equity, Capitalizing on theValue of a Brand Name”, The Free Press,New York.
--------, 1989, “Competitive Advantage of the Firm”, Journal of StrategicResearch, New York.
--------, and Kevin L, Keller, 1990, ‘Consumer Evaluations of Brand Extension”, Journal of Marketing, 54 (January), 27-41.
Adiatma, Frans. 2008, Simple Marketing. www.adiatma. blog.com
Basu Swastha Dharmmesta, 1999, “Loyalitas pelanggan: Sebuah Kajian Konseptual Sebagai Panduan Bagi Peneliti”, Jurnal Ekonomi dan Bisnis Indonesia, No,3:73 - 88Vol, 14, BPFE-UGM.
Fournier, S. (1998), “Consumers and their brands: developing relationship theory in consumer research”, Journal of Consumer Marketing, Vol. 24 No. 4, pp. 343-74.
Gede Riana, “Pengaruh Trust in a Brand terhadap Brand Loyalty pada Konsumen Air Minum AQUA di Kota Denpasar”, BULETIN STUDI EKONOMI Volume 13 Nomor 2 Tahun 2008.
Keller, K.L. (1993), “Conceptualizing, measuring, and managing customerbasedbrand equity”, Journal of Marketing, Vol. 57, January, pp.1-22.
Keller, Kevin Lane, 2003, “Strategic Brand Management: Building Measuring and Managing Brand Equity”, 2nd edition, New York, Prentice Hall.
Kotler Phillip, 2000, “Marketing Management: Analysis, Planning, Implementation and Control”, Prentice Hall Int, Inc,, Millenium Edition, Englewood Cliffs, New Jersey.
Kotler Phillip, and Gary Amstrong, 2001, “Principles of Marketing”, Prentice Hall Int, Inc,, 9th Edition, Englewood Cliffs, New Jersey.
Lamb, Hair, McDaniel, 2000, “Manajemen Pemasaran”, Jilid 1, Jakarta.
Leliga, Felicia, Juliani, “Analisa Pengaruh Brand Image terhadap Customer Loyalty dengaan Customer Satisfaction sebagai Mediator pada The Dreamland Luxury Villas and Spa, Bali” Jurnal Manajemen Peerhotelan, Universitas Kristen Petra, Surabaya
Mohammad Rizan, 2012, “Pengaruh Brand Image dan Brand Trust Terhadap Brand Loyalty The Botol Sosro”, Jurnal Riset Manajemen Sains Indonesia, Vol.3, No.1, Tahun 2012.
Montoya, Peter, 2003, “The Brand Called You; The Ultimate Brand Building and Business Development Handbook”. Personal Branding Press
Mowen, John C, 1995, “Consumers Behavior”, Prentice Hall, Inc, Englewood Cliffs, New Jersey, International Edition
Murphy, J,M, (1990),” Brand Strategy”, Prentice-Hall, Englewood Cliffs, NJ,
Noor, Juliansyah. Metodologi Penelitian : Skripsi, Tesis, Disertasi, dan Karya Ilmiah.(Jakarta:Kencana.2011)
Parasuraman, A, Valarie, A, Zeithaml, & L, Berry, (1998), “Communication and Control Processes in the Delivery of Service Quality” Journal of Marketing, Vol, 52,pp,35-48,
Parasuraman. A, Zeithalm.V.A, Malhotra A, 2005, “ESQUAL A multiple Item Scale for Accessing Service Quality”. Journal of Service Research Vol 7
-----------, A, V.A. Aeithaml,LL Berry, 1998, “ A Multiple item Scale for Measuring Consumer Perceptions of Service Contexts, Journal of the Academy of Marketing Science 27
Parasuraman, A. (2000), “Technology Readiness Index (TRI): A MultipleItem Scale to Measure Readiness to EmbraceNewTechnologies,” Journal of Services Research, 2 (4), 307-20.
Peter, J Paul & Jerry C, Olson, 1996, “Consumer Behavior Perilaku Konsumen dan Strategi Pemasaran”, Jakarta: PT Gelora Aksara Pratama
Refrinal, Rky Chaniago.2007. Brand Terbaik Dunia Sepanjang Masa. http://antonbudipranata.blogspot.com/2007/01/brand-terbaikdunia-sepanjang- masa.html
Sandjojo Nidjo, Dr, MSc, “Metode Analsis Jalur (Path Analysis) dan Aplikasinya, Jakart, Pustaka SInar Harapan
Siregar Syofian, Ir, MM :”Metode Penelitian Kuantitatif “ dilengkapi dengan perbandingan perhitungan manual dan SPSS, Jakarta, Kencana Prenadamedia Group.
Subagio, Hartono, “Pengaruh Perceived Service Quality, Perceived Value Satisfaction dan Image terhadap Customer Loyalty studi kasus Garuda Indonesia”, Surabaya, Jurnal Manajemen Pemasaran Universitas Kristen Surabaya Vol 7 no. 1. April 2012
Thie Sienny, Membangun Service Quality untuk mencapai Kepuasan Konsumen di Industri Hospitality, Jurnal Manajemen dan Kewirausahaan Vol 3 No. 1, Maret 2001
--------, 1989, “Competitive Advantage of the Firm”, Journal of StrategicResearch, New York.
--------, and Kevin L, Keller, 1990, ‘Consumer Evaluations of Brand Extension”, Journal of Marketing, 54 (January), 27-41.
Adiatma, Frans. 2008, Simple Marketing. www.adiatma. blog.com
Basu Swastha Dharmmesta, 1999, “Loyalitas pelanggan: Sebuah Kajian Konseptual Sebagai Panduan Bagi Peneliti”, Jurnal Ekonomi dan Bisnis Indonesia, No,3:73 - 88Vol, 14, BPFE-UGM.
Fournier, S. (1998), “Consumers and their brands: developing relationship theory in consumer research”, Journal of Consumer Marketing, Vol. 24 No. 4, pp. 343-74.
Gede Riana, “Pengaruh Trust in a Brand terhadap Brand Loyalty pada Konsumen Air Minum AQUA di Kota Denpasar”, BULETIN STUDI EKONOMI Volume 13 Nomor 2 Tahun 2008.
Keller, K.L. (1993), “Conceptualizing, measuring, and managing customerbasedbrand equity”, Journal of Marketing, Vol. 57, January, pp.1-22.
Keller, Kevin Lane, 2003, “Strategic Brand Management: Building Measuring and Managing Brand Equity”, 2nd edition, New York, Prentice Hall.
Kotler Phillip, 2000, “Marketing Management: Analysis, Planning, Implementation and Control”, Prentice Hall Int, Inc,, Millenium Edition, Englewood Cliffs, New Jersey.
Kotler Phillip, and Gary Amstrong, 2001, “Principles of Marketing”, Prentice Hall Int, Inc,, 9th Edition, Englewood Cliffs, New Jersey.
Lamb, Hair, McDaniel, 2000, “Manajemen Pemasaran”, Jilid 1, Jakarta.
Leliga, Felicia, Juliani, “Analisa Pengaruh Brand Image terhadap Customer Loyalty dengaan Customer Satisfaction sebagai Mediator pada The Dreamland Luxury Villas and Spa, Bali” Jurnal Manajemen Peerhotelan, Universitas Kristen Petra, Surabaya
Mohammad Rizan, 2012, “Pengaruh Brand Image dan Brand Trust Terhadap Brand Loyalty The Botol Sosro”, Jurnal Riset Manajemen Sains Indonesia, Vol.3, No.1, Tahun 2012.
Montoya, Peter, 2003, “The Brand Called You; The Ultimate Brand Building and Business Development Handbook”. Personal Branding Press
Mowen, John C, 1995, “Consumers Behavior”, Prentice Hall, Inc, Englewood Cliffs, New Jersey, International Edition
Murphy, J,M, (1990),” Brand Strategy”, Prentice-Hall, Englewood Cliffs, NJ,
Noor, Juliansyah. Metodologi Penelitian : Skripsi, Tesis, Disertasi, dan Karya Ilmiah.(Jakarta:Kencana.2011)
Parasuraman, A, Valarie, A, Zeithaml, & L, Berry, (1998), “Communication and Control Processes in the Delivery of Service Quality” Journal of Marketing, Vol, 52,pp,35-48,
Parasuraman. A, Zeithalm.V.A, Malhotra A, 2005, “ESQUAL A multiple Item Scale for Accessing Service Quality”. Journal of Service Research Vol 7
-----------, A, V.A. Aeithaml,LL Berry, 1998, “ A Multiple item Scale for Measuring Consumer Perceptions of Service Contexts, Journal of the Academy of Marketing Science 27
Parasuraman, A. (2000), “Technology Readiness Index (TRI): A MultipleItem Scale to Measure Readiness to EmbraceNewTechnologies,” Journal of Services Research, 2 (4), 307-20.
Peter, J Paul & Jerry C, Olson, 1996, “Consumer Behavior Perilaku Konsumen dan Strategi Pemasaran”, Jakarta: PT Gelora Aksara Pratama
Refrinal, Rky Chaniago.2007. Brand Terbaik Dunia Sepanjang Masa. http://antonbudipranata.blogspot.com/2007/01/brand-terbaikdunia-sepanjang- masa.html
Sandjojo Nidjo, Dr, MSc, “Metode Analsis Jalur (Path Analysis) dan Aplikasinya, Jakart, Pustaka SInar Harapan
Siregar Syofian, Ir, MM :”Metode Penelitian Kuantitatif “ dilengkapi dengan perbandingan perhitungan manual dan SPSS, Jakarta, Kencana Prenadamedia Group.
Subagio, Hartono, “Pengaruh Perceived Service Quality, Perceived Value Satisfaction dan Image terhadap Customer Loyalty studi kasus Garuda Indonesia”, Surabaya, Jurnal Manajemen Pemasaran Universitas Kristen Surabaya Vol 7 no. 1. April 2012
Thie Sienny, Membangun Service Quality untuk mencapai Kepuasan Konsumen di Industri Hospitality, Jurnal Manajemen dan Kewirausahaan Vol 3 No. 1, Maret 2001
