THE ANALYSIS OF SERVICE QUALITY AND BRAND IMAGE TOWARDS DECISIONS TO ENROLL AND ITS IMPLICATIONS ON CONSUMER SATISFACTION OF THE BERINGIN PRATAMA FOOTBALL SCHOOL BEKASI

Authors

  • Jundi Al Muthiya Mercu Buana University, Jakarta, Indonesia
  • Arifin Sitio Mercu Buana University, Jakarta, Indonesia

DOI:

https://doi.org/10.31933/dijdbm.v2i5.968

Keywords:

Service Quality, Brand Image, Decision to Enroll, Consumer Satisfaction.

Abstract

The purpose of this research is to analyze the effect of service quality and brand image towards consumer satisfaction, as well as to determine the role of the decision to enroll as a mediating variable that affects service quality and brand image towards consumer satisfaction at the Beringin Pratama Football School Bekasi. The population in this research was all 130 students at the Beringin Pratama Football School Bekasi in 2020. The sample employed in this research was 100 respondents. The sampling method was carried out by a stratified random sampling method. In addition, this research employed the path analysis data analysis technique. Finally, this research indicated some following results, namely: service quality had positive and significant effects on the decision to enroll, the brand image had positive and significant effects on the decision to enroll, service quality had positive and significant effects on consumer satisfaction, and brand image had positive and significant effects on consumer satisfaction. Nonetheless, the decision to enroll was not proven to have positive and significant effects on consumer satisfaction.

References

Aaker, David A. dan Alexander L. Biel. 2009. BrandEquity and Advertising: Advertising Role in Building Strong Brand. Lawrence Erlbaum Associates. Inc., Hillsdale.
Alfi Syahri Lubis dan Nur Rahmah Andayani. 2017. Pengaruh Kualitas Pelayanan (Service Quality) Terhadap Kepuasan Pelanggan PT. Sucofindo Batam. Journal of Business Administration Vol 1, No 2, ISSN:2548-9909.
Erni Setyowati dan Wiyadi. 2016. Pengaruh Kualitas Pelayanan, Harga, dan Citra Merek Terhadap Loyalitas Pelanggan dengan Kepuasan Pelanggan Sebagai Variabel Pemediasi. Jurnal Ekonomi Manajemen Sumber Daya Vol. 18, No 2.
https://www.fifa.com/fifa-world-ranking/associations/#afc diakses tanggal 16 Agustus 2021.
Kotler, Philip dan Kevin Lane Keller. 2012. Marketing Management New Jersey: Pearson Pretice Hall, Inc.
Schiffman dan Kanuk. 2008. Perilaku konsumen. Edisi 7. Jakarta: Indeks.
Setiadi, N. J., (2003) Perilaku Konsumen: Konsep dan Implikasi untuk Strategi dan Penelitian Pemasaran. Jakarta: Prenada Media.
Sofyan, Siregar. 2016. "Statistika Deskriptif untuk penelitian : Dilengkapiperhitungan manual dan aplikasi SPSS versi 17," Rajawali Pers. Jakarta.
Sunyoto, Danang. 2014. Dasar-Dasar Manajemen Pemasaran (Konsep, Strategi, dan Kasus). Cetakan ke-1. Yogyakarta: CAPS (Center for Academic Publishing Service).
Tjiptono, Fandy. 2007. “Manajemen Jasa”. Andy Offset. Yogyakarta.

Downloads

Published

2021-09-28

Issue

Vol. 2 No. 5 (2021): Dinasti International Journal of Digital Business Management (August - September 2021)

Section

Articles

License

Authors who publish their manuscripts in this journal agree to the following conditions:

  1. The copyright on each article belongs to the author(s).
  2. The author acknowledges that the Dinasti International Journal of Digital Business Management (DIJDBM) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
  3. Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Digital Business Management (DIJDBM).