scholarly journals Modeling the Relationship between University Brand Image and Alumni Loyalty Using a Partial Least Squares-Structural Equation Model (PLS-SEM) Approach

2018 ◽  
pp. 657-663
Author(s):  
Siti Aiesya Kamarulzaman ◽  
Zalina Zahid ◽  
Haryani Haron ◽  
Adzhar Rambli ◽  
Nabilah Abdullah
Keyword(s):  
Structural Equation ◽  
Brand Image ◽  
Structural Equations ◽  
Shared Values ◽  
Partial Least Square ◽  
Least Square ◽  
Business World ◽  
Academic System ◽  
Alumni Loyalty ◽  
University Brand

In today’s competitive business world, marketing is critically important to universities in positioning a product to attract the interest of its clients, which are the prospective students. As for public universities such as University Teknologi Mara (UiTM), the key to survive the increasing competition and financial difficulties is through their alumni loyalty. The purpose of this study is to determine the factors that affects the Alumni Loyalty towards UiTM. This study tests a model derived from a relationship marketing perspective to investigate the effects of components of University Brand Image which are Academic System, Reputation, Employability, Shared Values and Social Network on the Alumni Loyalty towards UiTM. Based on the literature review, a theoretical model is proposed and tested through Partial Least Square - Structural Equations Modelling (PLS-SEM) using a sample of 815 UiTM alumni. The results reveal that the significant factors that affect Alumni Loyalty are Reputation, Employability and Shared Values. In addition, the results highlight that Academic System do not affect Alumni Loyalty directly but rather indirectly through the mediation of Satisfaction. Overall, Academic System, Reputation, Employability and Shared Values are important in explaining the variance of Alumni Loyalty. University should be careful about the quality of the course offered and methods of delivery by the academicians since the implication of an Academic System is significant toward the loyalty of alumni.

Analysis of Role of Digital Marketing to Improve Brand Image through Brand Equity at PT Pegadaian (Persero) Labuhan Deli Sub-Branch, Medan

2021 ◽  
Vol 8 (8) ◽  
pp. 696-703
Author(s):  
Yandri Rezziansyah Sitompul ◽  
Nisrul Irawati ◽  
Rulianda Purnomo Wibowo
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Brand Image ◽  
Partial Least Square ◽  
Least Square ◽  
Digital Marketing ◽  
Primary Data ◽  
Original Sample ◽  
The Public ◽  
Good System

Digital marketing is a marketing process that utilizes online channels (internet) to introduce, educate, branding and also establish communication with customers and the form of online channels can be in the form of websites or applications on mobile phones. The formulation of the problem in this study are: (1) Does Digital Marketing affect the formation of Brand Image at PT Pegadaian (Persero) Labuhan Deli Sub-Branch, Medan; (2) Does Digital Marketing affect the establishment of Brand Equity at PT Pegadaian (Persero) Sub Branch Labuhan Deli, Medan; (3) Does brand equity affect the formation of brand image in PT Pegadaian (Persero) Sub Branch Labuhan Deli, Medan; (4) Does Digital Marketing affect the formation of Brand Image through Brand Equity at PT Pegadaian (Persero) Sub Branch Labuhan Deli, Medan. The type of research used in this study is a descriptive method with a correlational type using a quantitative approach, using two types of data collection, namely secondary data and primary data by taking a sample of 130 respondents, which is carried out by testing the validity and. reliability test, and using data analysis methods, namely descriptive analysis and Structural Equation Model - Partial Least Square. The results show that (1) Digital Marketing has a positive and significant effect on Brand Image, in the sense that Digital Marketing at PT Pegadaian (Persero) Labuhan Deli Sub-Branch has a good system so that the company's brand image can be understood and remembered by the public or customers who transact using pawn services; (2) Digital Marketing has a positive and significant effect on Brand Equity, in the sense that Digital Marketing at PT Pegadaian (Persero) Labuhan Deli Sub-Branch has a good system so that the company's brand equity can be accepted and easily remembered by the public or customers who transact using pawn services based on marketing and financial activities; (3) partially the Brand Equity variable has a positive and significant influence on Brand Image, in the sense that if customers are interested in the digital Pegadaian brand at PT Pegadaian (Persero) Labuhan Deli Sub-Branch, the brand image of the product will also increase; (4) the digital marketing variable (X) has a simultaneous effect on brand image (Y) through brand equity (Z), where the original sample value (Original Sample) is 0.244, the t-statistic value is 4.955 and the p-values is 0.000, then the brand equity variable (Z) is able to mediate the relationship of digital marketing variable (X) to brand image (Y). Keywords: Digital Marketing, Brand Image, Brand Equity.

scholarly journals PENGARUH PERCEIVED VALUE, BRAND IMAGE TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER ENGAGEMENT SEBAGAI VARIABEL MEDIASI (STUDI PADA PELANGAN INDIHOME PT. TELKOM MANADO)

2021 ◽  
Vol 7 (3) ◽  
Author(s):  
Amriah Amir ◽  
Silvya L. Mandey ◽  
Hendra N. Tawas
Keyword(s):  
Customer Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Perceived Value ◽  
Research Data ◽  
Partial Least Square ◽  
Least Square ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Long Time

The study aims to analyze the effect of Perceived Value and Brand Image on Customer Loyalty with Customer Engagement as a Mediation Variable for Indihome Customers at PT. Telkom Manado. The population of this research were Indihome customers in Manado. Sampling was carried out based on Isaac Michael's table of 267 respondents. The research data were analyzed using PLS SEM (Partial Least Square - Structural Equation Modeling) with SmartPLS 3.0 software. The results showed that Perceived Value and Brand Image had an effect on Customer Engagement but did not directly influence Customer Loyalty. Perceived Value and Brand Image affect Customer Loyalty through Customer Engagement with full mediation. Customer Engagement affects Customer Loyalty. Indihome at Telkom Manado has already good at Perceived Value and Brand Image.  However, the product still couldn't drive the loyal customers to buy any add-on services or ensure to a long time subscription. The company need to find strategies that can improve the customer engagement and customer loyalty with Indihome as a product. Keywords : Perceived Value, Brand Image, Customer Engagement, Customer Loyalty

scholarly journals The influence of trust, satisfaction, value, and brand image on loyalty

2020 ◽  
Vol 12 (2) ◽  
pp. 168
Author(s):  
Gandadinata Thamrin ◽  
Innocentius Bernarto ◽  
Yukichika Kawata
Keyword(s):  
Data Collection ◽  
Structural Equation ◽  
Brand Image ◽  
Total Sample ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Collection Method ◽  
Convenience Sampling ◽  
Positive Effect

This study aims to investigate the influence of trust, satisfaction, values, and brand image on the loyalty of MaxxCoffee. Data collection in this study was conducted using a questionnaire given to students of Universitas Pelita Harapan as respondents. The research design uses convenience sampling with a total sample of 249 samples. The data collection method is utilizing questionnaires and the data is analyzed by the Partial Least Square of Structural Equation Modeling (PLS-SEM). The findings of this study are trust, satisfaction, and value have a positive effect on loyalty. Conversely, the brand image has no positive effect on Maxx Coffee customers’ loyalty. The contribution of this study is providing input to the management of Maxx Coffee to concern and maintain their trust, satisfaction, value, and brand image of Maxx Coffee to maintain the customers’ loyalty.

scholarly journals Pengaruh Selebrity Endorsme, Brand Image, dan Testimoni dalam Menigkatkan Minat Beli Produk (Studi Kasus : Instagram UKM Kylafood)

2021 ◽  
Vol 4 (2) ◽  
pp. 104-110
Author(s):  
Ogi Maulana Firli ◽  
Muhamad Rizal ◽  
Ria Arifianti ◽  
Asmaul Husna
Keyword(s):  
Structural Equation ◽  
Quantitative Methods ◽  
Brand Image ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Distribution Data ◽  
Research Model ◽  
Celebrity Endorsement ◽  
Positive Effect

The purpose of this study is to determine the effect of Celebrity Endorsement, Brand Image, and Testimonials on consumer buying interest in Kylafood products on Instagram Social Media. The research methods used in this research are descriptive and quantitative methods. Data analysis techniques and research model submissions use Structural Equation Modeling-Partial Least Square (SEM-PLS) with 95 questionnaire distribution data aimed at people who at least follow one celebrity endorsment on Instagram, know the kylafood brand, know the testimonials of the kylafood brand and intending to buy kylafood products. The results of this study state that the celebrity endorsement and testimonial variables have a significant positive effect on buying interest in Kylafood products on Instagram, while the brand image variable has a positive but not significant effect.

scholarly journals How Brand Equity Can Saves Its Company? A Study of One of the Largest E-Commerce in Indonesia

2021 ◽  
Vol 4 (3) ◽  
Author(s):  
Siti Kulsum ◽  
◽  
Dwi Sunu Kanto ◽  
Noverdi Bross
Keyword(s):  
Service Quality ◽  
Product Quality ◽  
Structural Equation ◽  
Quantitative Research ◽  
Brand Image ◽  
Partial Least Square ◽  
Online Marketing ◽  
Least Square ◽  
Equation Modeling ◽  
The Relationship

Marketing management is an activity that is planned and organized including the distribution of goods, pricing and monitoring of policies that have been made which aim to gain a place in the market so that the objectives of marketing can be achieved. Online marketing media in the digital era seems to be the prima donna of solving solutions, therefore business actor’s flock to take advantage of online marketing media as a driving force for the wheels of their business. The type of research used in this study was quantitative research. In this study, data processing and analysis used the Partial Least Square (PLS) approach. PLS is a component-based or variant-based Structural Equation Modeling (SEM) equation model. The data analysis in this research is the Outer Model Analysis, Inner Model, and Hypothesis Testing. This research results that the price has an effect on Brand Image. Product Quality has an effect on Brand Image. Service Quality affects Brand Image. Price affects Promotion. Product Quality affects Promotion. Quality of Service affects Promotion. Promotion affects Brand Image. Promotion moderates the relationship between Price and Brand Image. Promotion moderates the relationship between Product Quality and Brand Image. Promotion can moderate the relationship between service quality and brand image.

scholarly journals THE EFFECT OF CUSTOMER TRUST AND COMPANY IMAGE ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY IN INDONESIA CLASSIFICATION BUREAU IN SAMARINDA

2020 ◽  
Vol 4 (03) ◽  
Author(s):  
Syariful Mahsyar ◽  
Suharno Suharno ◽  
Zainal Abidin
Keyword(s):  
Customer Satisfaction ◽  
Customer Loyalty ◽  
Latent Variables ◽  
Structural Equation ◽  
Structural Equation Models ◽  
Structural Equations ◽  
Partial Least Square ◽  
Least Square ◽  
Analysis Tool ◽  
Customer Trust

This study aims to determine the effect of customer trust and company image on customer satisfaction and customer loyalty at the Indonesian Classification Bureau. The population in this study were customers of PT BKI with a total of 95 respondents. The method of data collection is done by giving a list of questions or questionnaires to respondents who are customers at PT BKI, where the questionnaire is distributed to these customers. This study uses a data analysis tool that is partial Least Square (PLS), then this study uses the analysis method of structural equation models or Path Analysis to determine the causal relationship between latent variables contained in structural equations. The tool used in data processing using the Smart PLS program. The results of this study indicate that 1) customer trust has a significant effect on customer satisfaction, 2) company image has a significant effect on customer satisfaction, 3) customer trust has a significant effect on customer loyalty, 4) company image has a significant effect on customer loyalty, 5) customer satisfaction has an significant effect to customer loyalty. Keywords: Customer Trust, Company Image, Customer Satisfaction, Customer Loyalty

scholarly journals The Role Of Brand Image As Mediating Variable In The Influence Of Price And Promotion On Buying Interest (Study Case On Hyundai Electric Car)

2021 ◽  
Vol 2 (5) ◽  
pp. 1743-1754
Author(s):  
Soegeng Wahyoedi ◽  
Saparso ◽  
Miki Effendi
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Fossil Fuels ◽  
Brand Image ◽  
Renewable Energy Sources ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Electric Cars ◽  
Electric Car

The development of environmentally friendly vehicles is currently a global trend among car manufacturers. This is in addition to being triggered by regulations from countries that have committed in the 2016 Paris agreement to reduce greenhouse gas emissions and save fossil-based fuels that will run out, considering that fossil fuels are a type of non-renewable natural resource. For this reason, the global automotive industry has begun to produce electric cars, which are referred to as renewable energy sources, and to reduce carbon emissions. Because this electric car is a new product, researchers are interested in knowing how someone is buying an electric car. One of the elements that influence a person's buying interest is the price. Besides the price, buying interest is also influenced by promotion. With the proper promotion, it can encourage people to buy. Therefore, this study wanted to examine the effect of price and promotion on buying interest mediated by brand image. Sampling using non-probability sampling and purposive sampling with criteria for the general public living in Jabodetabek who already have a car and can buy a car. Data analysis in this study used a Structural Equation Modeling (SEM) approach based on Partial Least Square. This study found that price, promotion, and brand image had a significant and positive effect on buying interest. Brand image mediates significantly and positively the relationship between price and promotion on purchase intention.

scholarly journals PENGARUH BRAND EXTENSION DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN ENDURO MATIC-G MELALUI CITRA MEREK (Survey Pada Konsumen Pengguna Enduro Matic-G di Kota Serang)

2018 ◽  
Vol 2 (1) ◽  
Author(s):  
Agus Sulaiman ◽  
Djasuro Surya ◽  
Daenulhay Kamsin
Keyword(s):  
Product Quality ◽  
Structural Equation ◽  
Brand Image ◽  
Brand Extension ◽  
Equation Model ◽  
Partial Least Square ◽  
Least Square ◽  
Survey Method ◽  
Purchasing Decisions ◽  
Purchasing Decision

New product marketing through brand extension strategies that are supported by product quality which said to be successful if the extension products are acceptable and make better consumer decisions. This study aims to determine the direct or indirect influence of brand extension and product quality on customer purchasing decisions through brand image Enduro Matic G. Research using survey method conducted on 110 customers Enduro Matic G in Serang City. Data analysis using Structural Equation Model of Partial Least Square (SEM PLS) with the result of research obtained 1) brand extension have a positive and significant effect on purchasing decision; 2) product quality has a positive and significant effect on purchasing decision; 3) brand extension has no effect on brand image; 4) product quality has a positive and significant effect on brand image and 5) brand image has no effect on customer purchasing decision of Enduro Matic-G. Brand extensions and good product quality are proven to make better customer purchasing decisions, but can not make the Enduro Matic G brand image better in the eyes of its customers.

scholarly journals Faktor Yang Mempengaruhi Keputusan Pembelian Melalui Kepercayaan Sebagai Variabel Intervening Pada Marketplace Tokopedia

2021 ◽  
Vol 2 (02) ◽  
pp. 125-136
Author(s):  
Ratno Wijaya Kusuma ◽  
Tio Ban ◽  
Robert Yan ◽  
Muhamad Guntur
Keyword(s):  
Structural Equation Modeling ◽  
Structural Equation ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Purchasing Decisions ◽  
Quality Of Information ◽  
Business World ◽  
Sample Number

Penelitian ini dilatarbelakangi oleh pertumbuhan bisnis online yang terus maju pesat di era modern saat ini ditandai dengan banyak munculnya pesaing-pesaing baru di dunia bisnis oline (Marketplace). Tujuan penelitian ini untuk mengetahui seberapa pengaruhnya tingkat persepsi promosi, kualitas informasi, dan keragaman produk melalui kepercayaan  terhadap keputusan pembelian. Metode yang digunakan dalam penelitian ini adalah kuantitaf untuk populasi dan sample adalah pengguna aplikasi Tokopedia di kabupaten Bekasi dengan jumlah sampel 106 responden dan untuk analisisnya menggunakan metode Structural Equation Modeling (SEM) yang berbasis varians yaitu Partial Least Square (PLS). Hasil menunjukan bahwa variabel kepercayaan dapat memediasi persepsi promosi dan kualitas informasi dengan hasil yang positif dan signifikan terhadap keputusan pembelian. This research is motivated by the rapid growth of online businesses in the modern era today is characterized by many new competitors in the business world oline (Marketplace). The purpose of this study is to find out how influential the level of perception of promotion, quality of information, and diversity of products through trust in purchasing decisions. The method used in this study is quantifiable for the population and the sample is a tokopedia application user in Bekasi district with a sample number of 106 respondents and for its analysis using the variance-based Structural Equation Modeling (SEM) method, Partial Least Square (PLS). The results show that trust variables can mediate the perception of promotion and quality of information with positive and significant results on purchasing decisions.

scholarly journals THE EFFECT OF PRICE, QUALITY OF SERVICE, BRAND IMAGE OF INTERNET PRODUCT VSAT IP BROADBAND QUOTA TO ALFAMART CUSTOMER SATISFACTION

2020 ◽  
Vol 2 (1) ◽  
pp. 162-171
Author(s):  
Imam Subekhi ◽  
Baruna Hadibrata
Keyword(s):  
Quality Of Service ◽  
Customer Satisfaction ◽  
Structural Equation ◽  
Brand Image ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modelling ◽  
Service Brand ◽  
Modelling Data

The aim of this research was to determine the effect of Price, Quality of Service and Brand Image on Customer Satisfaction of Alfamart Customer in using VSAT IP Broadband Quota service of PT Telkomsat. Number of respondents in this research is 248 respondents who work in Alfamart retail stores especially Jabodetabek area. The research method uses a questionnaire with SEM (Structural Equation Modelling) data analysis which is described in PLS (Partial Least Square) - SEM Application. The result of this research showed that the Price variable has a positive and significant effect on Customer Satisfaction. Quality of Service variable has a positive and significant effect on Customer Satisfaction. Then the Brand Image variable also has a positive and significant effect on Customer Satisfaction.

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