Keterlibatan Merek Dikalangan Mahasiswa dan Alumni Dimediasi oleh Kualitas Layanan
DOI:
https://doi.org/10.32534/jv.v19i2.5363Abstract
Keterikatan hubungan antara mahasiswa dan alumni dengan perguruan tinggi memiliki peran penting dalam memengaruhi keberlanjutan institusi pendidikan tinggi. hubungan ini dapat membawa dampak baik atau buruk terhadap perguruan tinggi, dengan mahasiswa dan alumni menjadi faktor utama yang memengaruhi variabel penting seperti pengalaman merek, kualitas layanan, dan keterlibatan merek. Penelitian ini bertujuan untuk menganalisis pengaruh pengalaman merek terhadap keterlibatan merek di Universitas Hayam Wuruk Perbanas, dengan memediasi peran kualitas layanan pada mahasiswa dan alumni. Hasil penelitian menunjukkan bahwa pengalaman merek secara langsung berdampak positif pada kualitas layanan, yang kemudian memengaruhi keterlibatan merek. Hasil ini menandakan pentingnya interaksi positif antara mahasiswa, alumni, dan perguruan tinggi dalam mendukung keberlanjutan institusi pendidikan tinggi.
Keywords:
Brand Experience, Service Quality, Brand EngagementReferences
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