Jurnal Ilmu Manajemen dan Bisnis
Vol. 11 No. 2 (2023): Jurnal Ilmu Manajemen dan Bisnis (JIMB)

The Impact of Brand Image on Customer Loyalty in Private Universities: Dampak Brand Image terhadap Loyalitas Pelanggan pada Perguruan Tinggi Swasta

Frezy Paputungan (LPPM Universitas Bina Mandiri Gorontalo)
Abd Rahman K. Ma'ruf (Universitas Bina Mandiri Gorontalo)
Iwan B. Jassin (Universitas Bina Mandiri Gorontalo)

Article Info

Publish Date
09 May 2023

Abstract

The existence of customer loyalty for the company is very important. Customer loyalty is defined as people who enjoy services, especially those who receive services regularly and repeatedly. This definition places loyalty as a commitment to an attitude that generates empathy. In this research about the impact of brand image and consumer satisfaction on customer loyalty. The population in this study are customers of private universities in Gorontalo. The number of samples used is 96 respondents, the sampling technique is using purposive sampling. The data obtained and analyzed qualitatively obtained through observation and data collection. The results showed that brand image has a significant influence on customer satisfaction, which is significant for customer loyalty.

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Journal Info
Jurnal Ilmu Manajemen dan Bisnis
Website

Abbrev

JIMB

Publisher

Universitas Bina Mandiri Gorontalo

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Library & Information Science Social Sciences Other

Description

Journal of management and business science contains the writings of lecturers and students from the management and business majors both from within UBMG and outside the University environment. Articles in this journal are published in three times a ...