Brand Trust as Mediation Variable of Customer Relationship Management Influence on Student Loyalty

Dewi Murtiningsih

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Paper

Brand Trust as Mediation Variable of Customer Relationship Management Influence on Student Loyalty

In Proceedings of the 1st International Conference on IT, Communication and Technology for Better Life ICT4BL - Volume 1, 71-75, 2019 , Bangkok, Thailand

Author: Dewi Murtiningsih

Affiliation: Universitas Budi Luhur, Indonesia

Keyword(s): Customer Relationship Management, Brand Trust, Student Loyalty

Abstract: The purpose of this research is to find out the influence of customer relationship management on student loyalty, customer relationship management on brand trust, brand trust on student loyalty, the role of brand trust in mediating the influence of customer relationship management on student loyalty. This research is an explanatory research. The total sample used in this research is 110. The sampling technique used is purposive sampling. The questionnaire is used as a tool to collect data. The research tool used is Smart PLS. From the test result using Smart PLS, it can be concluded that customer relationship management significantly influences student loyalty, customer relationship management significantly influences brand trust, brand trust significantly influences student loyalty, and brand trust partially mediates the influence of customer relationship management on student loyalty.

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Paper citation in several formats:

Murtiningsih and D. (2020). Brand Trust as Mediation Variable of Customer Relationship Management Influence on Student Loyalty. In Proceedings of the 1st International Conference on IT, Communication and Technology for Better Life - ICT4BL; ISBN 978-989-758-429-9, SciTePress, pages 71-75. DOI: 10.5220/0008929500710075

@conference{ict4bl20,
author={Dewi Murtiningsih},
title={Brand Trust as Mediation Variable of Customer Relationship Management Influence on Student Loyalty},
booktitle={Proceedings of the 1st International Conference on IT, Communication and Technology for Better Life - ICT4BL},
year={2020},
pages={71-75},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0008929500710075},
isbn={978-989-758-429-9},
}

TY - CONF

JO - Proceedings of the 1st International Conference on IT, Communication and Technology for Better Life - ICT4BL
TI - Brand Trust as Mediation Variable of Customer Relationship Management Influence on Student Loyalty
SN - 978-989-758-429-9
AU - Murtiningsih, D.
PY - 2020
SP - 71
EP - 75
DO - 10.5220/0008929500710075
PB - SciTePress