Pengaruh Brand Experience Terhadap Brand Engagement Pada Mahasiswa Dan Alumni Universitas Hayam Wuruk Perbanas Yang Dimediasi Oleh Service Quality
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Hibatullah, Naufal Kamil
Subject
330 - ECONOMICS
Datestamp
2024-03-21 04:10:52
Abstract :
The relationship between students and alumni and universities plays an important role in influencing the sustainability of higher education institutions. these relationships can have a good or bad impact on higher education, with students and alumni being the main factors influencing important variables such as brand experience, service quality, and brand engagement. This research aims to analyze the influence of brand experience on brand engagement at Hayam Wuruk Perbanas University, by mediating the role of service quality for students and alumni. The research results show that brand experience directly has a positive impact on service quality, which then influences brand engagement. These results indicate the importance of positive interactions between students, alumni and universities in supporting the sustainability of higher education institutions. Keywords: Brand Experience, Service Quality, Brand Engagement
The relationship between students and alumni and universities plays an important role in influencing the sustainability of higher education institutions. these relationships can have a good or bad impact on higher education, with students and alumni being the main factors influencing important variables such as brand experience, service quality, and brand engagement. This research aims to analyze the influence of brand experience on brand engagement at Hayam Wuruk Perbanas University, by mediating the role of service quality for students and alumni. The research results show that brand experience directly has a positive impact on service quality, which then influences brand engagement. These results indicate the importance of positive interactions between students, alumni and universities in supporting the sustainability of higher education institutions. Keywords: Brand Experience, Service Quality, Brand Engagement
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