The Effect of Brand Image, Service Quality, Relationship Marketing on Satisfaction to Increase Students Loyalty Nurul Fikri in Padang City

DOI

10.2991/aebmr.k.200305.142How to use a DOI?

Keywords

Brand Image, Service Quality, Relationship Marketing, Satisfaction and Loyalty

Abstract

The study was aimed to investigate: 1) The Brand Image effect on Satisfaction, 2) The Service Quality effect on Satisfaction 3)The Relationship Marketing effect on Satisfaction, 4) The Brand Image effect on Loyalty, 5) The Service Quality effect on Loyalty, 6) The Relationship Marketing effect on Loyalty, and 7) The Satisfaction effect on Loyalty. Research objects was students Nurul Fikri in Padang City. There were 260 respondents as sample in this study. The Purposive Sampling technique was used in the study. Data analysis was PATH ANAYLISIS with type 16. The study result shows that there was no effect of Brand Image and Relationship Marketing on Satisfaction but there was a positive effect of Service Quality on Satisfaction. Then, there was no Brand Image effect on Loyalty but there was a positive effect of Service Quality and Relationship Marketing on Loyalty.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Lusiana
AU  - Yunia Wardi
PY  - 2020
DA  - 2020/03/10
TI  - The Effect of Brand Image, Service Quality, Relationship Marketing on Satisfaction to Increase Students Loyalty Nurul Fikri in Padang City
BT  - Proceedings of the 4th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2019)
PB  - Atlantis Press
SP  - 755
EP  - 766
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200305.142
DO  - 10.2991/aebmr.k.200305.142
ID  - 2020
ER  -