{"title":"信任作用，在争取雅加达学生的在线推广和品牌形象方面发挥作用","authors":"Elin Herlina, Heru Mulyanto","doi":"10.33370/jmk.v19i2.954","DOIUrl":null,"url":null,"abstract":"Penelitian ini untuk mengetahui peran kepercayaan dalam memediasi promosi online dan brand image terhadap loyalitas mahasiswa. Penelitian dilakukan pada mahasiswa perguruan tinggi di jakarta. Sampel diambil dengan metode random sampling dengan membagikan kuesioner kepada 87 mahasiswa. Data dari kuesioner dianalisis menggunakan software Smart-PLS. Promosi Online berpengaruh positif terhadap kepercayaan. Brand Image berpengaruh positif terhadap kepercayaan. Kepercayaan berpengaruh positif terhadap loyalitas. Kepercayaan memediasi promosi online secara positif pada loyalitas. Kepercayaan memediasi secara positif brand image pada loyalitas. Berdasarkan temuan tersebut, untuk meningkatkan loyalitas mahasiswa, disarankan agar institusi meningkatkan kepercayaan mahasiswa dengan meningkatkan Promosi Online dan Brand Image. Kata kunci: brand image, kepercayaan, loyalitas, promosi online ABSTRACT This research is to determine the role of trust in mediating the influence of online promotion and brand image on student loyalty. Research was conducted on students at universities in Jakarta. Samples were taken using the random sampling method by distributing questionnaires to 87 students. Data from the questionnaire was analyzed using smart PLS software. This study resulted in findings that: 1) Online Promotion positively affects trust; 2) Brand Image positively affects trust; 3) Trust positively affects loyalty; 4) Trust mediates online promotion positively on loyalty; 5) Trust positively mediates brand image on loyalty. To increase student loyalty, it is recommended that institutions increase student trust by increasing Online Promotion and Brand Image. Keywords: brand image, loyalty, online promotion, trust. ","PeriodicalId":31730,"journal":{"name":"Jurnal Manajemen Dan Kewirausahaan","volume":"14 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2022-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"PERAN KEPERCAYAAN DALAM MEMEDIASI PROMOSI ONLINE DAN BRAND IMAGE TERHADAP LOYALITAS MAHASISWA DI JAKARTA\",\"authors\":\"Elin Herlina, Heru Mulyanto\",\"doi\":\"10.33370/jmk.v19i2.954\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Penelitian ini untuk mengetahui peran kepercayaan dalam memediasi promosi online dan brand image terhadap loyalitas mahasiswa. Penelitian dilakukan pada mahasiswa perguruan tinggi di jakarta. Sampel diambil dengan metode random sampling dengan membagikan kuesioner kepada 87 mahasiswa. Data dari kuesioner dianalisis menggunakan software Smart-PLS. Promosi Online berpengaruh positif terhadap kepercayaan. Brand Image berpengaruh positif terhadap kepercayaan. Kepercayaan berpengaruh positif terhadap loyalitas. Kepercayaan memediasi promosi online secara positif pada loyalitas. Kepercayaan memediasi secara positif brand image pada loyalitas. Berdasarkan temuan tersebut, untuk meningkatkan loyalitas mahasiswa, disarankan agar institusi meningkatkan kepercayaan mahasiswa dengan meningkatkan Promosi Online dan Brand Image. Kata kunci: brand image, kepercayaan, loyalitas, promosi online ABSTRACT This research is to determine the role of trust in mediating the influence of online promotion and brand image on student loyalty. Research was conducted on students at universities in Jakarta. Samples were taken using the random sampling method by distributing questionnaires to 87 students. Data from the questionnaire was analyzed using smart PLS software. This study resulted in findings that: 1) Online Promotion positively affects trust; 2) Brand Image positively affects trust; 3) Trust positively affects loyalty; 4) Trust mediates online promotion positively on loyalty; 5) Trust positively mediates brand image on loyalty. To increase student loyalty, it is recommended that institutions increase student trust by increasing Online Promotion and Brand Image. 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PERAN KEPERCAYAAN DALAM MEMEDIASI PROMOSI ONLINE DAN BRAND IMAGE TERHADAP LOYALITAS MAHASISWA DI JAKARTA
Penelitian ini untuk mengetahui peran kepercayaan dalam memediasi promosi online dan brand image terhadap loyalitas mahasiswa. Penelitian dilakukan pada mahasiswa perguruan tinggi di jakarta. Sampel diambil dengan metode random sampling dengan membagikan kuesioner kepada 87 mahasiswa. Data dari kuesioner dianalisis menggunakan software Smart-PLS. Promosi Online berpengaruh positif terhadap kepercayaan. Brand Image berpengaruh positif terhadap kepercayaan. Kepercayaan berpengaruh positif terhadap loyalitas. Kepercayaan memediasi promosi online secara positif pada loyalitas. Kepercayaan memediasi secara positif brand image pada loyalitas. Berdasarkan temuan tersebut, untuk meningkatkan loyalitas mahasiswa, disarankan agar institusi meningkatkan kepercayaan mahasiswa dengan meningkatkan Promosi Online dan Brand Image. Kata kunci: brand image, kepercayaan, loyalitas, promosi online ABSTRACT This research is to determine the role of trust in mediating the influence of online promotion and brand image on student loyalty. Research was conducted on students at universities in Jakarta. Samples were taken using the random sampling method by distributing questionnaires to 87 students. Data from the questionnaire was analyzed using smart PLS software. This study resulted in findings that: 1) Online Promotion positively affects trust; 2) Brand Image positively affects trust; 3) Trust positively affects loyalty; 4) Trust mediates online promotion positively on loyalty; 5) Trust positively mediates brand image on loyalty. To increase student loyalty, it is recommended that institutions increase student trust by increasing Online Promotion and Brand Image. Keywords: brand image, loyalty, online promotion, trust.
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