International Journal of Science and Society (IJSOC)
Vol 4 No 2 (2022): International Journal of Science and Society (IJSOC)

The Influence of Brand Strength on Word Of Mouth Through Customer Satisfaction and Customer Loyalty on General Achmad Yani University Students

Abdul Ahmad Hafidh Nurmansyah (Universitas Jenderal Achmad Yani, Cimahi, Indonesia)
Khaerul Rizal Abdurahman (Universitas Jenderal Achmad Yani, Cimahi, Indonesia)

Article Info

Publish Date
25 Mar 2022

Abstract

Colleges must carry out several market strategies to compete. One of these strategies is to increase brand strength to improve marketing performance. This study aimed to analyze the impact of brand strength on customer satisfaction, customer loyalty, and WOM. The analysis method uses a quantitative approach with Structural Equation Modeling (SEM). This study involved a sample of the Unjani student population. The minimum number of samples in research using multivariate analysis methods, including multiple regression, is 10 times the number of variables. The research model and research hypotheses were tested using Structural Equation Modeling. For positive mediated Word of Mouth (WOM), the results showed that there was no significant positive effect of Brand Familiarity mediated by Customer Loyalty on positive mediated Word of Mouth (WOM); There is no significant positive effect of Brand Remarkability mediated by Customer Loyalty on positive mediated Word of Mouth (WOM). Finally, Customer Satisfaction influences positive Word of Mouth (WOM) via Customer Loyalty.

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Journal Info
International Journal of Science and Society (IJSOC)
Website

Abbrev

ijsoc

Publisher

GoAcademica Research and Publishing

Subject

Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Astronomy Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Control & Systems Engineering Decision Sciences, Operations Research & Management Engineering Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Library & Information Science Neuroscience Nursing Physics Public Health Social Sciences Transportation Other

Description

International Journal of Science and Society (IJSOC) is open access and peer-reviewed journal with e-ISSN (2715-8780), IJSOC is an international journal devoted to the study of science and technology in a social context. It focuses on the way in which advances in science and technology influence ...