the effect of brand image and service quality on …

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THE EFFECT OF BRAND IMAGE AND SERVICE QUALITY ON CUSTOMER

LOYALTY THROUGH CUSTOMER SATISFACTION AS INTERVENING

VARIABLE IN PANDANARAN UNIVERSITY, SEMARANG

Dukut Martinus Prabantara

Program Studi Magister Manajemen, Universitas 17 Agustus 1945 Semarang

Email: [email protected]

Abstract

This research was conducted for the magnitude of the influence between brand image and

service quality on customer loyalty with customer satisfaction as a mediating variable. The

research method used is quantitative research. Primary data used are data from questionnaires

that are measured using a Likert scale. The population in this study were students at

Pandanaran University Semarang. Determination of the sample is done using the Slovin’s

formula, so that a sample of 87 respondents is obtained. The data were collected using a

questionnaire which was then tested for validity and reliability. This study uses path analysis

to examine the role of mediation on direct and indirect effects. The results stated that brand

image has a positive and significant effect on customer satisfaction, service quality has a

positive and significant effect on customer satisfaction, brand image has no significant effect

on customer loyalty, service quality has an effect positive and significant impact on customer

loyalty, and customer satisfaction has a positive and significant effect on customer loyalty.

Keyword: brand image, service quality, customer satisfaction, customer loyalty.

INTRODUCTION

Today, people have more hope to be able to continue and complete their education up

to the highest level, namely the University. The decision of prospective students to continue

their studies at the desired place of study is a decision where students make considerations

that are tailored to the circumstances or conditions that exist.

University is currently seen as a potential new business world. Even now the image of

a university becomes very important and becomes the main capital for business developers in

the field of education. A good image reflects the quality of the university. Such intense

competition makes universities realize the need to fully exploit their assets to maximize

performance and develop competitive advantage. One way for consumers to determine the

University of their choice is to consider the brand image of a university that can increase

customer loyalty.

Brand image, is defined as an impression in consumer thinking about brand

personality that is usually developed through advertising with a consistent and confirmed

theme directly by the personal experience of consumers (Semuel and Wibisono, 2018). A

good brand image at a university will get a positive value to the consumers and can also

provide an overview of the quality of the tertiary institution.

In addition, one factor that affects customer loyalty is service quality. Service quality

is the fulfilment of customer needs and desires as well as the accuracy of delivery to balance

customer expectations and has two main factors that affect the quality of services, namely

expected service (perceived service) and perceived service (Susanto, 2017). Research by

Amanah (2011) found that there was a significant effect of brand image and customer loyalty

60 International Conference on Business, Economics and Governance (ICBEG)

on Ades mineral water consumers. Likewise, a study by Pramudyo (2012) found that there

was a significant influence on brand image variables on consumer loyalty in private university

students in Yogyakarta.

Research by Aryamti (2019) found that service quality has a significant influence on

customer loyalty in beauty clinic customers. Likewise, research by Yulianto et al. (2017)

found that service quality has a positive effect on customer loyalty in Shiba Communication

counter mobile consumers. This study was also based on a research gap by (Susanto, 2017)

who found that the service quality had no significant effect on customer loyalty in Manulife

Indonesia Life Insurance, Surabaya.

The gap phenomenon in this study is the number of new student admissions at

Pandanaran University which has decreased from 2015 to 2018 in the Table 1. This is because

to the intense competition between Private Universities in Semarang and also the lack of

promotion and branding that are carried out.

Table 1. Admission of New Students Pandanaran University

Year Number of New Students

2014 792

2015 399

2016 292

2017 288

2018 273

From the overall explanation above, this study was conducted to examine the factors

that influence customer loyalty in student at Pandanaran University in Semarang, which

consists of brand image, service quality and customer satisfaction. Based on the above

phenomenon, research will be conducted on the factors that influence customer loyalty at

Pandanaran University Semarang students, so that the following problem formulations can be

arranged: 1. Does brand image have a significant effect on customer satisfaction? 2. Does

service quality have a significant effect on customer satisfaction? 3. Does brand image have a

significant effect on customer loyalty? 4. Does service quality have a significant effect on

customer loyalty? 5. Does customer satisfaction have a significant effect on customer loyalty?

LITERATUR REVIEW

Brand Image

Brand image is a collection of impressions that are in the minds of consumers about a

brand that is composed of consumers' memories of the brand (Rizan, Saidani, & Sari, 2012).

Brand image can be classified: functional benefits, has an intrinsic relationship with the

product / service and also has correspondence with product attributes; symbolic benefit,

relating to emphasizing social needs or individual expressions and basically relating to

nonproduction related attributes; and experiential benefits, discuss what the customer feels

after using the product / service and corresponds to the product's attributes (Salim &

Dharmayanti, 2014). Brand image to choose a university can also be done by considering

several indicators related to ease of access, a large and safe parking space, and a supportive

environment (Hariyani & Sartana, 2015).

The Effect of Brand Image and Service Quality on Customer Loyalty Through Customer Satisfaction as Intervening Variable … 61

Service Quality

For universities that are service providers, quality of service is an issue that must be

really considered because from this dimension it will be a differentiator from other types of

service companies. Service is any action or performance offered by one party to another party

that is in principle intangible and causes any transfer of interests (Sugianto and Sugiharto,

2013).

Service quality is summarized into five dominant factors or better known as

SERVQUAL, namely reliability, responsiveness, assurance, empathy, and tangible ((Sugiyarti

& Mardiyono, 2018; Susanto, 2017). Reliability is the ability to provide the promised service

reliably and accurately. In a broad sense, reliability means that the company delivers its

promises regarding supply, problem solving and price. Responsiveness is willingness to help

customers and provide services quickly. This dimension emphasizes attention and accuracy

when dealing with customer requests, questions and complaints. Assurance is knowledge,

manners, and the ability of employees to generate confidence and trust. This dimension might

be very important in services that require a fairly high level of trust. Empathy is personal care

and attention given to customers. The essence of the empathy dimension is to show customers

through the services provided that customers are special, and their needs can be understood

and fulfilled. Tangible is in the form of physical facilities, equipment, staff, and building

appearance. This dimension describes the physical form and the services that will be received

by consumers.

On the university service quality has indicators including 1) tangible (direct evidence)

including physical facilities, infrastructure, employees; 2) reliability, namely the ability to

provide services quickly and satisfactorily; 3) responsiveness (responsiveness), namely

providing services to students with responsiveness; 4) assurance includes the knowledge,

competence, courtesy and trustworthiness of staff; 5) empathy (empathy), namely ease in

establishing good relations and communication with students (Susanto, 2017).

Customer Satisfaction

Customer satisfaction is defined as a function of how well the expectations of product

buyers with the performance that buyers think of the product (Pramudita and Japarianto,

2013). There are three main attributes to measure customer satisfaction are: consumer

satisfaction with attributes related to products (attributes related to product), among others:

value price relationship, product quality, product benefit, product features, product design,

product reliability and consistency and range of product or service; satisfaction with attributes

related to services (attributes related to service), including: guarantee or warranty, delivery,

complaint handling, resolution of problem; and satisfaction with attributes related to

purchases (attributes related to purchase), including: communication, courtesy, ease of

convenience acquisition, company reputation, and company competence (Senjaya, Semuel

and Dharmayanti, 2013).

Customer Loyalty

Consumer loyalty is one source to build competitive advantage for service companies,

where customer satisfaction will be able to establish a harmonious relationship between

producers and consumers. Creating a good basis for repurchase and creating customer loyalty

and forming word of mouth recommendations that will benefit a company (Irfal and

Mulyanto, 2016).


Grace et al. (2007) defines customer satisfaction as a result of customer evaluations of

what they expect to buy and consume a product. This expectation is then compared to his

perception of the performance he receives by consuming the product. If the expectations are

lower than the product performance, he will feel unsatisfied. Conversely, if the expectations

are equal to or higher than the product performance, he will feel satisfied. The dimensions of

strong loyalty are: say positive things about a company, is saying positive things about goods

or services that have been consumed to others; recommending the company to someone who

seeks advice, is recommending goods or services that have been consumed to friends or other

parties and even encourage friends to consume the goods or services; continue purchasing

(doing more business with the company), is to re-buy products and services that have been

consumed before.

Irawan and Japarianto (2013) divide customer loyalty into indicators of going back to

visiting, recommending and inviting others. Consumer loyalty according to Mulyadi and

Haryono (2018) also has an indicator that is not easily influenced to move, not only buying

one product, comfort has been formed during consumer services, want to reuse, want to

recommend.

Based on the literature review, empirical models can be made as shown in Figure 1.

Figure 1. Research Model

The Relationship between Brand Image and Customer Satisfaction

Semuel and Wibisono (2018) in his research found that brand Image has a positive and

significant effect on customer satisfaction. So that hypothesis can be proposed:

H1: Brand image has a positive and significant effect on customer satisfaction.

The Relationship between Service Quality and Customer Satisfaction

Research by Mulyadi and Haryono (2018) found that service quality has a positive

effect on customer satisfaction. So that hypothesis can be proposed:

H2: Service quality has a positive and significant effect on customer satisfaction.

The relationship between Brand Image and Customer Loyalty

Research by Pramudyo (2012) found that brand image had a positive and significant

effect on student satisfaction. So that hypothesis can be proposed:

H3: Brand image has a positive and significant effect on customer loyalty.

Brand

Image

Service

Quality

Customer

Satisfaction Customer

Loyalty

H1

H2

H3

H4

H5


The relationship between Service Quality and Customer Loyalty

Julius and Jatmika (2019) in their research found that there was a positive and

significant effect between service quality on customer loyalty. So that hypothesis can be

proposed:

H4: Service quality has a positive and significant effect on customer loyalty.

Relationship between Customer Satisfaction and Customer Loyalty

Aryamti (2019) in her research found that customer satisfaction provides a positive

and significant influence on customer loyalty to beauty clinic customers. So that hypothesis

can be proposed:

H5: Customer satisfaction has a positive and significant effect on customer loyalty.

METHODS

Types of research

This research is a quantitative study, which is a process of finding knowledge that uses

data in the form of numbers as a means of analysing information about what you want to

know (Hidayat, 2012).

Population and Sample

Population is a generalization area that consists of objects or subjects that have certain

quantities and characteristics determined by researchers to be studied and then drawn

conclusions (Sora, 2015). The sample is a portion of the number and characteristics possessed

by the population (Sugiyono, 2016). The study population consisted of all Pandanaran

University students who had paid SPP until August 2019 totalling 691. While the sample in

this study were male and female consumers who were students of Pandanaran University.

Sampling technique

Sampling in this study uses the Slovin’s formula, which is a formula or formula to

calculate the minimum number of samples if the behavior of a population is known with

certainty (Hidayat, 2017). Then Slovin’s formula was found that the samples to be used were

rounded up to 90 people. Samples was taken using purposive sampling, that it is a non-

random sampling technique where the researcher determines the sampling by determining

specific characteristics that fit the research objectives so that it is expected to answer the

research problem (Hidayat, 2017). Specific characteristics determined in this study are

students of Pandanaran University at least semester 4 and have paid SPP.

Variable Measurements

Brand image is an important aspect in a brand, an image, it can be based on reality or

fiction depending on how consumers perceive and measure brand image can be related to the

dimensions of service quality. Indicators of brand image are: the ease of name is recognized

by consumers, the name is well known in the community, and good reputation in the

community.

Service quality is actioner deeds which can be offered by one party to another party,

which at basically intangible (intangible physical) and does not produce anything while the

production of services can be related to physical products or not. Indicators of service quality

are: a pleasant atmosphere, availability of a large and safe parking space, and the quality of

teaching staff.


Customer satisfaction is a feeling of pleasure or disappointment someone who comes

from the comparison of his impression of the performance or results of a product and its

expectations. If performance is below expectations, customers are dissatisfied and can have a

negative impact on the company that can reduce the number of customers and cause

customers to be no longer interested in using company services so that it will reduce company

profits. Indicators of customer satisfaction in this study are: satisfied with the course given,

satisfied with service, ease of obtaining employment after graduation, and satisfied with the

facilities and infrastructure.

Loyalty is the behavior after making an interest in repurchasing a product determined

by feeling satisfied. This is being positive, seen by the loyalty of a customer to a product and

recommending it to others. Indicators of customer loyalty are: repurchase at a future, will not

move to another place, comfort while consuming services, and say something positive.

Data collection with Likert scale, respondents were asked to complete a questionnaire

that required them to indicate their level of agreement with a series of questions that were

stated with answers of strongly agree, agree, neutral, disagree and strongly disagree and

measured with values starting at 5, 4, 3, 2, 1.

RESULT

Validity and Reliability Test

Validity test is a test used to show the extent to which the measuring instrument used

in measuring what is measured. Validity test is used to measure the validity or validity of a

questionnaire. A questionnaire is said to be valid if the questions on the questionnaire are able

to reveal something that will be measured by the questionnaire (Ghozali, 2016). In

determining the feasibility of an item to be used, a significance coefficient correlation test is

usually performed at the 0.05 significance level, meaning that an item is considered valid if it

has a significant correlation to the total score.

In research that uses quantitative methods, the quality of data collection is largely

determined by the research indicators used. A study is said to be of good quality and can be

accounted for if its validity and reliability have been proven. Testing the validity and

reliability of an indicator, of course, must be adjusted to the form of the instrument that will

be used in research. This test is done by comparing the Cronbach's alpha numbers with the

minimum Cronbach’s alpha value of 0.6. This means that if the Cronbach's alpha value

obtained from the calculation results of this study is greater than 0.6, then it can be concluded

that the indicators in this study are reliable, and vice versa.

From the questionnaire data of respondents that have been collected and tested for

validity and reliability, the results are in the Table 2. In this study, validity test is in Table 2

provides information about the number of samples analyzed as many as 25 people and the

valid number is 100%. Table 1 also shows the number of questions is 16 items with

Cronbach's Alpha value above 0.60, it can be concluded that all question items used in this

study are reliable or consistent.


Table 2. Validity and Reliability Test

Indicators Coefficient

Correlation

Cronbach’s Alpha

if Item Deleted

The ease of name is recognized by consumers (X1.1) 0,781 0,976

The name is well known in the community (X1.2) 0,982 0,972

Good reputation in the community (X1.3) 0,808 0,975

Reliability (X2.1) 0,939 0,973

Responsiveness (X2.2) 0,828 0,975

Assurance (X2.3) 0,859 0,974

Empathy (X2.4) 0,831 0,975

Tangible (X2.5) 0,811 0,975

Satisfied with the course given (Z1.1) 0,794 0,975

Satisfied with service (Z1.2) 0,982 0,972

Ease of obtaining employment after graduation (Z1.3) 0,846 0,974

Satisfied with the facilities and infrastructure (Z1.4) 0,982 0,972

Repurchase at a future (Y1.1) 0,841 0,975

Will not move to another place (Y1.2) 0,755 0,976

Comfort while consuming services (Y1.3) 0,849 0,974

Say something positive (Y1.4) 0,875 0,974

Path Analysis

Path analysis is used to test whether there is a direct influence given by the

independent variables, namely Brand Image (X1) and Service Quality (X2) on the dependent

variable, Customer Loyalty (Y) and also explains about the presence or absence of indirect

influence given by the independent variable through the intervening variable is Customer

Satisfaction (Z). To test the hypothesis in this study two regression models will be performed.

Table 3. Model Regression Result

Independent Variables Dependent Variables t-value Sig. value Decision

Brand Image Customer Satisfaction 0,256 2,762 0,007 Accepted

Service Quality Customer Satisfaction 0,595 6,434 0,000 Accepted

R Square = 0,638; Adjusted R Square = 0,630

Brand Image Customer Loyalty 0,154 1,956 0,054 Rejected

Service Quality Customer Loyalty 0,525 2,939 0,004 Accepted

Customer Satisfaction Customer Loyalty 0,270 6,003 0,000 Accepted

R Square = 0,762; Adjusted R Square = 0,754

In the Table 3 it is known that the significant value of brand image is 0.007 <0.05 and

service quality is 0.000 <0.05 which means that the brand image and service quality have

positive and significant effect on customer satisfaction. The magnitude of R square is 0.638

indicating the contribution of the effects of brand image and service quality to customer

satisfaction amounted to 63.8% while the remaining 36.2% was contributed by other variables

not included in this study. The value of e1 is (1-0,638) = 0.601664.

In Table 2 it is known that the significant value of brand image is 0.054> 0.05 which

means that the brand image is positive and not significant to the variable customer loyalty.

The significant value of service loyalty is 0.004 <0.05 which means that the service quality is


positive and significant towards the customer loyalty. The significant value of customer

satisfaction is 0,000 <0.05 which means that the customer satisfaction is positive and

significant towards customer loyalty. The magnitude of R square is 0.762 indicating the

contribution of the effects of X1 and X2 to Y amounted to 76.2% while the remaining 23.8%

is the contribution of other variables not included in this study. The value of e2 is (1-0,762)

= 0.487852.

Figure 2. Structure Model Path Diagram

Effect of Brand Image on Customer Loyalty through Customer Satisfaction

It is known that the direct effect given X1 on Y is 0.154. While the indirect effect of

X1 on Y through Z is 0.256 x 0.525 = 0.1344. The total effect of X1 on Y is the direct effect

plus the indirect effect of 0.154 + 0.1344 = 0.2884. So that 0.154> 0.134, the direct effect

(Brand Image on Customer Loyalty) is greater than the indirect effect (Brand Image on

Customer Loyalty through Customer Satisfaction). Then the variable Z (Customer

Satisfaction) partially influences the dependent variable, namely Customer Loyalty (Y).

Effect of Brand Image on Customer Loyalty through Customer Satisfaction

It is known that the direct effect of X2 on Y is 0.525. While the indirect effect of X2

on Y through Z is 0.595 x 0.525 = 0.312. The total effect of X2 on Y is the direct effect plus

the indirect effect of 0.525 + 0.312 = 0.837. So that 0.525> 0.312, the direct effect (Service

Quality on Customer Loyalty) is greater than the indirect effect (Service Quality on Customer

Loyalty through Customer Satisfaction). Then the variable Z (Customer Satisfaction) partially

influences the dependent variable, namely Customer Loyalty (Y).

Discussion

Brand Image (X1) to Customer Satisfaction (Z).

In the results of this study note that the brand image of Pandanaran University has a

significant influence on customer satisfaction where the significant value of the variable X1

(Brand Image) to Z (Customer Satisfaction) is 0.007 smaller than 0.05. So that hypothesis 1,

namely Brand Image, has a positive and significant effect on customer satisfaction at

Pandanaran University Semarang students. This is consistent with the opinion expressed by

Harianto and Subagio (2013) which states that Brand Image has a significant effect on

customer satisfaction at Kedai Deja-vu Surabaya. This shows that the better the Brand Image

built by the Pandanaran University, the higher the Customer Satisfaction or customer

satisfaction in this case is students. Improving brand image can be done by increasing

X1

X2

Z Y

0,154 e1=0,601664

0,256

0,270

e2=0,487852

0,595

0,525


promotion so that the name of Pandanaran University is more widely known in the

community so that it has a good reputation.

Service Quality (X2) on Customer Satisfaction (Z).

From the regression results above it is known that the Service Quality variable has a

significant effect on Customer Satisfaction where the significant value of the variable X2

(Service Quality) on Z (Customer Satisfaction) is 0,000 less than 0.05. So hypothesis 2, that

is, Service Quality has a positive and significant effect on Customer Satisfaction at

Pandanaran University Semarang students. This is in accordance with the results of research

from Jimanto et al. (2014) namely service quality has a positive effect on customer

satisfaction in The Premiere Surabaya cinema consumers. This shows that the services

provided by Pandanaran University to their students are already good, so that the services

received by these students form satisfaction with Pandanaran University. Quality of service

can be interpreted as how students get service in terms of guidance and counselling for

students conducted through guardianship activities, thesis guidance, extracurricular activities,

entrepreneurship, and careers.

Brand Image (X1) on Customer Loyalty (Y)

From the results of this study note that the brand image variable has no significant

effect on customer loyalty variables, where the significance value of X1 (Brand Image) to Z

(Customer Satisfaction) is 0.054 greater than 0.05. So hypothesis 3, namely Brand Image, has

a positive and significant effect on Customer Loyalty of Pandanaran University students. In

other words, Brand Image has no direct and significant effect on Customer Loyalty. The

above findings reject the theory put forward by Aryamti1(2019) finding that service quality

significantly influences customer loyalty to beauty clinic customers. This means that if the

brand image of Pandanaran University increases or decreases there is no direct effect on

student loyalty.

Service Quality (X2) to Customer Loyalty (Y)

The regression results above show that the Service Quality variable has no significant

effect on Customer Loyalty where the significant value of the X2 variable (Service Quality)

on Y (Customer Loyalty) is 0.004 smaller than 0.05. So hypothesis 4, that is, Service Quality

has a positive and significant effect on Customer Loyalty in Semarang Pandanaran University

students. This finding is also in accordance with the theory put forward by Eckhard et al.

(2016) who found that Service quality has a significant effect on Customer Loyalty for

Garuda Indonesia Airline Airlines Service Users in the City of Surakarta and DIY. This

means that the quality of service (service quality) Pandanaran University received by students

directly affects student loyalty to the University of Pandanaran.

Customer Satisfaction (Z) against Customer Loyalty (Y)

In the results of this study note that customer satisfaction has a significant effect on

customer loyalty where the significant value of the variable Z (customer satisfaction) on Y

(customer loyalty) is 0,000 less than 0.05. So that the hypothesis 5 is that Customer

Satisfaction has a positive and significant effect on Customer Loyalty from Semarang

Pandanaran University students. This is consistent with the opinion Irfal and Mulyanto (2016)

in his research effect of service quality on customer satisfaction and customer loyalty which

states that customer satisfaction influences positive towards customer loyalty for students who

use banking technology in Jakarta. Student satisfaction is an important factor that influences

student loyalty at Pandanaran University. Loyalty can be interpreted as the intention not to


move until graduating college, the willingness to give positive word of mouth and recommend

to friends and family to study at Pandanaran University

CONCLUSION AND RECOMMENDATION

Conclusion

Based on the research results, it can be concluded: 1. Brand image has a positive and

significant effect on Customer Satisfaction of Pandanaran University Semarang students,

evidenced by the probability value in the hypothesis test of 0.007 <0.05. This means that the

value of a product will determine good quality and make customers satisfied; 2. Service

Quality has a positive and significant effect on the Customer Satisfaction of Pandanaran

University Semarang students, evidenced by the probability value on the hypothesis test of

0,000 <0.05. This means that the good services provided by Pandanaran University to

customers in this case are students will make students satisfied; 3. Brand Image does not

significantly influence the Customer Loyalty of Semarang Pandanaran University students, as

evidenced by the probability value in the hypothesis test of 0.054> 0.05. This means that the

brand image of Pandanaran University does not make students loyal to Pandanaran

University; 4. Service Quality has a positive and significant effect on Customer Loyalty of

Pandanaran University Semarang students, as evidenced by the probability value on the

hypothesis test of 0.004 <0.05. This means that the quality of services provided by

Pandanaran University makes students loyal to Pandanaran University; 5. Customer

Satisfaction has a positive and significant effect on Customer Loyalty of Pandanaran

University students, as evidenced by the probability value in the hypothesis test of 0,000

<0.05. This means that consumer satisfaction in this case is a student of Pandanaran

University will make it more loyal to Pandanaran University. When universities provide

services that exceed student expectations, students will feel satisfied and will have a positive

influence on customer loyalty.

Recommendation

From the results of the study, there are several suggestions given, namely: to improve

the brand image, Pandanaran University can improve quality with good relationships with

students so as to create a good impression in the minds of students and create loyalty to

students. Brand image awareness can be increased through attractive promotions and good

marketing strategies, given the large number of competitors in the same market. This is an

important thing that must be considered, so that it is better going forward. For further

researchers are expected to develop this research by adding variables to determine the

contribution of these variables to customer loyalty

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