Pengaruh Brand Image, Service Quality dan Perceived Value Terhadap Brand Loyalty (Studi Kasus: Mahasiswa STP Trisakti)
Abstract
Universities need good branding and nonstop effort to exist in this tight competition, not to mention foreign universities also promoting their institutions to attract new students in Indonesia. Universities need to know the condition of their brand image, service quality given, and perceived value taken by the students, so the effects of student loyalty may be identified, and then fulfill the needs and wants of students which eventually recommend others of their university and will lead to positive WOM. This research was made to achieve the purpose of identifying the effects of brand image (XI), service quality (X2), and perceived value (X3) towards brand loyalty (Y) from students of Trisakti Institute of Tourism. The research models used are descriptive and associative models, using the help of SPSS V.21. This research uses the random sampling technique to take samples, with the total number of 94 students. The instruments used as a measure in this research are questioners which consist of 46 statements. The variables used are brand image (X1), service quality (X2), and perceived value (X3), simultaneously effects the brand loyalty (Y) with p-value in column sig 0,000 and 0,000 < 0,05 level of significant, with a value of Fcount (31.268) > Ftable (2.71). From this research comes a conclusion which Trisakti Institute of Tourism as the reputable tourism university in Indonesia needs to sustain its fine image and increase service quality which can satisfy students and maintain its quality as a featured tourism university.References
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V, A, Zeithaml, 1988, “Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence”, Journal of Marketing, Vol, 52 No, 3, p,2-22
Wulan Suciningtyas, 2012, “Pengaruh Brand Awareness, Brand Image dan Media Communication Terhadap Keputusan Pembelian”, Jurnal Manajemen, Fakultas Ekonomi Universitas Negeri Semarang.
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----------, 1987, “Defining and Relaying Price, Perceived Quality, and Perceived Value, “Marketing Science, Institute, Cambrigde, MA Report No,87-101,
--------, 1989, “Competitive Advantage of the Firm”, Journal of Strategic Research, New York.
--------, 1996, “Building Strong Brands” 1st ed,, The Free Press: 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
Aries Susanty, najid Bangun Adisaputra, 2011, “Pengaruh Brand Image
Speedy Telkom Terhadap Loyalitas Pelanggan di Kec Banyumanik
Semarang”, Jurnal TI Undip, Vol.VI, No.3, September 2011.
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.
Berg, Julia D,, Matthews, John M, and O’Hare, Constance M,, 2007,
“Measuring Brand Health to Improve Top-Line Growth”, MIT
Sloan Management Review, Vol 49.
Dobni, Betsi. And Zinkhan (1990), George M. Competitive
Intelligence : Insight From Executive
Fournier, S. (1998), “Consumers and their brands: developing relationship theory in consumer research”, Journal of Consumer Marketing, Vol. 24 No. 4, pp. 343-74.
Fransisca Andreani, 2012, “The Impact of Brand Image, Customer Loyalty with Customer Satisfaction as A Mediator in Mcdonald’s”, Jurnal Manajemen dan Kewirausahaan, Vol.14, No.1, Maret 2012.
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.
Ghozali, Imam.Aplikasi Analisis Multi Variat dengan Program SPSS. (Semarang:Badan Penerbit Universitas Diponegoro.2002)
Graeff, T,R,, 1996, “Using promotional messages to manage the effects of brand and self image on brands evaluation”, Journal of Consumer Marketing, Vol,13, No,3, pp 4-18
Gutman, Jonathan and Reynold Thomas. 1994. “Laddering Theory, Method Analysis and Interpretation.” Journal of Advertising Research
Haubl, G,, “A cross-national investigation of the effects of country of origin and brand name on the evaluation of a new car,” International Marketing Review, Vol, 13 No, 5, pp, 76-97
I made Bayu Dirgantara, 2006, ”Pengaruh Kualitas Pelayanan dalam Tingkat kepuasan Konsumen Produk Jasa”, Jurnal Bisnis Strategi Vol 15 no 2 Des 2006.
Keller, K.L. (1993), “Conceptualizing, measuring, and managing customer-based brand 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.
Keller, Kevin Lane, Susan E, Heckler & Michel J, Houston, 1998, “The Effects of Brand Name Suggestiveness on Advertising Recall”, Journal of Marketing Vol,62 (January 1998) p, 48-57)
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.
Low and Lamb , 2000, “The measurement and dimensionality of brand associations”, The Journal of Product and Brand Management, Santa Barbara: 2000, Vol, 9, Iss, 6; pg, 350
Meenagan and Shipley, 1999, “Media effect in commercial sponsorship”, European Journal of Marketing, Vol, 33 No,3/4
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-Weiss, Mitzi M., Glenn B. Voss, and Dhruz Grewal (2003),“Determinants of Online Channel Use andOverall Satisfaction with a Relational, Multichannel Service Provider,” Journal of the Academy of Marketing Science, 31 (4), 448-58.
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-terbaik-dunia-sepanjang- masa.html
Siregar, Ir. Syofian, MM.Statistik Parametrik untuk Penelitian Kuantitatif.(Jakarta:PT Bumi Aksara.2013)
Slater, Stanley F and Narver John, C. 1994, “Market Orientation, Customer value and Superior Performance”, Business Horizon
Slater, S.F., 1997, “Developing A Customer Value Based Theory of The Firm”, Journal of The Academy of Marketing Science Vol 25 pp 139-153
Sofjan Assauri, 2003, “Customer Service yang Baik Landasan Pencapaian Customer
Satisfaction”, Usahawan No , 01 Tahun XXXII Januari 2003
Sugiyono.Metode Penelitian Bisnis. Cetakan ke 15. (Bandung:ALFABETA.2008)
Tia Yulianti, Asep Suryana, Duddy Zein, 2012, “ Hubungan Antara Brand Image dengan Keputusan Universitas Komputer Indonesia”, Jurnal Mahasiswa Universitas Padjadjaran Vol.1, No.2 Tahun 2012.
Treacy, Michael and Wiersema Fred, 1993, “Customer Intimacy and Other Value Disciplines” Harvard Business Review Vol 72 Mar Apr 94
Trisno Musanto,2006, “Faktor-Faktor Kepuasan Pelanggan dan Loyalitas Pelanggan Studi Kasus pada CV, Sarana Media Advertising Surabaya” ,Petra
http://puslit,petra,ac,id/journals/management/
Umar, Husein.Metode Penelitian untuk Skripsi dan Tesis Bisnis.Edisi Kedua.(Jakarta:PT Raja Grafindo Persada.2008)
Urde, M.,1999, “ Brand Orientation A Mindset into Strategic Resources: Journal of Consumer Research Vol 16 March pp
Uus Md Fadli, Ir., SE., MM, 2013, “Pengaruh Brand Image Terhadap Loyalitas Pelanggan Pada Farina Beauty Clinic Jalan Kertabumi No 23 Karawang”, Jurnal Manajemen Vol.10 No.3 April 2013.
V, A, Zeithaml, 1988, “Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence”, Journal of Marketing, Vol, 52 No, 3, p,2-22
Wulan Suciningtyas, 2012, “Pengaruh Brand Awareness, Brand Image dan Media Communication Terhadap Keputusan Pembelian”, Jurnal Manajemen, Fakultas Ekonomi Universitas Negeri Semarang.
Zeithaml, Valerie A. A Parasuraman. Malhotra Arvind. 2002. “Service Quality Delivery Through Website; A Critical Review of Extand Knowledge”. Journal of Academy of Marketing Science Vol 30; No 4, pages 362-375
----------, 1987, “Defining and Relaying Price, Perceived Quality, and Perceived Value, “Marketing Science, Institute, Cambrigde, MA Report No,87-101,
Published
2015-11-01
How to Cite
.
Pengaruh Brand Image, Service Quality dan Perceived Value Terhadap Brand Loyalty (Studi Kasus: Mahasiswa STP Trisakti).
Jurnal Ilmiah Pariwisata, [S.l.], v. 20, n. 3, p. 205-220, nov. 2015.
ISSN 2599-0209.
Available at: <https://jurnalpariwisata.iptrisakti.ac.id/index.php/JIP/article/view/37>. Date accessed: 24 nov. 2024.
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Section
Article
Keywords
Brand Image, Service Quality, Perceived Value dan Brand Loyalty
Pusat Penelitian dan Pengabdian kepada Masyarakat 
