THE EFFECT OF INSTITUTIONAL IMAGES AND MOTIVATION ON REPURCHASE INTENTION (COLLABORATION INTENTION PARTNERSHIP) THROUGH CUSTOMER SATISFACTION IN UNIVERSITAS BRAWIJAYA

Authors

  • Dhimaz Sectio Caecaria universitas negeri malang
  • Agus Hermawan universitas negeri malang
  • Ely Siswanto universitas negeri malang

DOI:

https://doi.org/10.21776/ub.profit.2022.-16.01.5

Keywords:

Repurchase Intention, Institutional Images, Motivation, Customer Satisfaction

Abstract

This study aims to examine more deeply how Institutional Images and motivation effected on collaboration intention/Repurchase Intention partnership through customer satisfaction in Universitas Brawijaya. This study uses descriptive explanatory quantitative approach which describes the relationship between variables and a population of 100 partner who repeat their collaboration. The sampling technique used Saturation Sampling which amounts to 100 collaboration partners. The results showed that direct and indirect how institutional images, motivation, and customer satisfaction had a significant influence on repurchase intentions. Eventually in this research found that Institutional images that direct significant influence to Repurchase intention is better than motivation to repurchase intention, and motivation that direct significant influence on customer satisfaction is better than Institutional images to customer satisfaction. Meanwhile in indirect influence is significant effected repurchase intention through customer satisfaction is better with motivation than institution images. This research can be a source of information or reference for policy in Universitas Brawijaya or collaboration partners so that they can continuously maintenance their partnership in mutually benefit if possible.

References

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Arwanda, N. O. D., Hartoyo, H., & Hartoyo, S. (2014). Kepuasan, Citra, dan Loyalitas pada Lembaga Pendidikan Tinggi: Kasus di Akademi XYZ. Jurnal Ilmu Keluarga Dan Konsumen, 7(2), 123–132. https://doi.org/10.24156/jikk.2014.7.2.123

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Candan, B., & Yıldırım, S. (2013). Investigating the Relationship between Consumption Values and Personal Values of Green Product Buyers. International Journal of Economics and Management Sciences, 2(12), 29–40. www.managementjournals.org

Chinomona, R., & Dubihlela, D. (2014). Does customer satisfaction lead to customer trust, loyalty and repurchase intention of local store brands? The case of gauteng province of South Africa. Mediterranean Journal of Social Sciences, 5(9), 23–32. https://doi.org/10.5901/mjss.2014.v5n9p23

Choi, E. J., & Kim, S. H. (2013). The study of the impact of perceived quality and value of social enterprises on customer satisfaction and re-purchase intention. International Journal of Smart Home, 7(1), 239–252.

Creswell W jhon. (2013). Research Design Pendekatan Kualitatif, Kuantitatif, dan Mixed. Pustaka Pelajar.

D’Este, P., & Perkmann, M. (2011). Why do academics engage with industry? The entrepreneurial university and individual motivations. Journal of Technology Transfer, 36(3), 316–339. https://doi.org/10.1007/s10961-010-9153-z

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Duygun, A., Menteş, S. A., & Kubaş, A. (2014). The Impacts of Complaint Satisfaction on Corporate Reputation: A Study on Banking Sector. International Journal of Trade, Economics and Finance, 5(2), 159–160. https://doi.org/10.7763/ijtef.2014.v5.361

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Huang, L. C., Gao, M., & Hsu, P. F. (2019). A study on the effect of brand image on perceived value and repurchase intention in ecotourism industry. Ekoloji, 28(107), 283–287.

Ishmael, & Dei, R. (2018). Effects of Service Quality and Customer Satisfaction on Repurchase Intention in Restaurants on University of Cape Coast Campus. Journal of Tourism, Heritage & Services Marketing, 4(1), 27–36. http://doi.org/10.5281/zenodo.1247542

Khanna, M., Jacob, I., & Yadav, N. (2014). Identifying and analyzing touchpoints for building a higher education brand. Journal of Marketing for Higher Education, 24(1), 122–143. https://doi.org/10.1080/08841241.2014.920460

Lin, L. Y., & Ching Yuh, C. Y. (2010). The influence of corporate image, relationship marketing, and trust on purchase intention: the moderating effects of word of mouth. Tourism Review, 65(3), 16–34. https://doi.org/10.1108/16605371011083503

Luthans, F. (2006). Perilaku organisasi. Edisi Sepuluh ( dkk. Yuwono, V. A. (ed.); 10th ed.).

Mourad, M., Ennew, C., & Kortam, W. (2011). Brand equity in higher education. Marketing Intelligence & Planning, 29(4), 403–420. https://doi.org/10.1108/02634501111138563

Munaro, A. C., Martins, E., & Kato, H. T. (2019). The effect of consumption motivation on the perception of gift store attributes in jewelry retail stores and its influence on repurchase intention. Revista Brasileira de Gestao de Negocios, 21(5), 788–812. https://doi.org/10.7819/rbgn.v21i5.4029

Natalia, E. D. K., Setiawan, M., & Puspaningrum, A. (2017). Pengaruh citra institusi dan kualitas layanan terhadap retensi melalui kepuasan mahasiswa (studi pada universitas ma chung di kota malang). South East Asia Journal of Contemporary Business, Economics and Law, 14(3), 13–21. http://seajbel.com/wp-content/uploads/2018/04/ECON-210.pdf

Newman, A., & Japarianto, E. (2014). Pengaruh Motivation Terhadap Purchase Intention Dengan Perception Sebagai Variabel Intervening Di Toko Obat Tradisional Ban Seng Tong Surabaya. 2(1), 1–9.

Noviasari, R. A. (2015). Pengaruh Citra Institusi dan Kualitas Layanan Terhadap Kepuasan dan Loyalitas Mahasiswa Universitas Moch.Sroedji Jember. Journal Bisnis Dan Manajemen, 9(2), 190–201.

Nurhayati, Y. (2017). Pengaruh Rational Buying Motive Dan Emotional Buying Motive. Ekonologi, 4(April), 221–224.

Palacio, A. B., Meneses, G. D., & Pérez, P. J. P. (2002). The configuration of the university image and its relationship with the satisfaction of students. Journal of Educational Administration, 40(5), 486–

Adam, F., & Kamase, J. (2019). The effect competence and motivation to satisfaction and performance. International Journal of Scientific and Technology Research, 8(3), 132–140.

Arwanda, N. O. D., Hartoyo, H., & Hartoyo, S. (2014). Kepuasan, Citra, dan Loyalitas pada Lembaga Pendidikan Tinggi: Kasus di Akademi XYZ. Jurnal Ilmu Keluarga Dan Konsumen, 7(2), 123–132. https://doi.org/10.24156/jikk.2014.7.2.123

Belopa, E. M. (2015). Hubungan Kepercayaan Merek Dan Persepsi Kualitas Dengan Minat Beli Ulang Produk Kecantikan Silver International Clinic Balikpapan. Psikoborneo, 3(1), 64–76.

Candan, B., & Yıldırım, S. (2013). Investigating the Relationship between Consumption Values and Personal Values of Green Product Buyers. International Journal of Economics and Management Sciences, 2(12), 29–40. www.managementjournals.org

Chinomona, R., & Dubihlela, D. (2014). Does customer satisfaction lead to customer trust, loyalty and repurchase intention of local store brands? The case of gauteng province of South Africa. Mediterranean Journal of Social Sciences, 5(9), 23–32. https://doi.org/10.5901/mjss.2014.v5n9p23

Choi, E. J., & Kim, S. H. (2013). The study of the impact of perceived quality and value of social enterprises on customer satisfaction and re-purchase intention. International Journal of Smart Home, 7(1), 239–252.

Creswell W jhon. (2013). Research Design Pendekatan Kualitatif, Kuantitatif, dan Mixed. Pustaka Pelajar.

D’Este, P., & Perkmann, M. (2011). Why do academics engage with industry? The entrepreneurial university and individual motivations. Journal of Technology Transfer, 36(3), 316–339. https://doi.org/10.1007/s10961-010-9153-z

Daumiller, M., Stupnisky, R., & Janke, S. (2020). Motivation of higher education faculty: Theoretical approaches, empirical evidence, and future directions. International Journal of Educational Research, 99(December 2019), 101502. https://doi.org/10.1016/j.ijer.2019.101502

Dirgantari, P. D. (2012). Pengaruh Kualitas Layanan Jasa Pendidikan Terhadap Kepuasan Mahasiswa serta Dampaknya Terhadap Upaya Peningkatan Citra Perguruan Tinggi Negeri Menuju World Class University (Studi pada Mahasiswa Asing di ITB, UNPAD, dan UPI). Jurnal Ilmu Manajemen Dan Bisnis, 3(2). https://doi.org/10.17509/jimb.v3i2.1039

Duygun, A., Menteş, S. A., & Kubaş, A. (2014). The Impacts of Complaint Satisfaction on Corporate Reputation: A Study on Banking Sector. International Journal of Trade, Economics and Finance, 5(2), 159–160. https://doi.org/10.7763/ijtef.2014.v5.361

Dwi RachmawatiI, S., Mulyati, H., & Simanjuntak, M. (2019). Pemasaran Berbasis Hubungan Pada Kerjasama Perguruan Tinggi Negeri: Kasus Institut Pertanian Bogor. Tadbir Muwahhid, 3(2), 133. https://doi.org/10.30997/jtm.v3i2.2066

Eddy, P. L. (2010). Partnerships and Collaborations in Higher Education. ASHE Higher Education Report, 36(2), 152. https://doi.org/10.1002/aehe.3602

Gumussoy, C. A., & Koseoglu, B. (2016). The Effects of Service Quality, Perceived Value and pPice Fairness on Hotel Customers’ Satisfaction and Loyalty. Journal of Economics, Business and Management, 4(9), 9. https://doi.org/10.18178/joebm.2016.4.9.446

Gupta, S., McLaughlin, E., & Gomez, M. (2007). Guest satisfaction and restaurant performance. Cornell Hotel and Restaurant Administration Quarterly, 48(3), 284–298. https://doi.org/10.1177/0010880407301735

Hajli, N., Sims, J., Zadeh, A. H., & Richard, M. O. (2017). A social commerce investigation of the role of trust in a social networking site on purchase intentions. Journal of Business Research, 71, 133–141. https://doi.org/10.1016/j.jbusres.2016.10.004

Harahap, D. A., Hurriyati, R., Gaffar, V., & Amanah, D. (2018). The impact of word of mouth and university reputation on student decision to study at university. Management Science Letters, 8(6), 649–658. https://doi.org/10.5267/j.msl.2018.4.027

Hemsley-Brown, J., Melewar, T. C., Nguyen, B., & Wilson, E. J. (2016). Exploring brand identity, meaning, image, and reputation (BIMIR) in higher education: A special section. Journal of Business Research, 69(8), 3019–3022. https://doi.org/10.1016/j.jbusres.2016.01.016

Huang, L. C., Gao, M., & Hsu, P. F. (2019). A study on the effect of brand image on perceived value and repurchase intention in ecotourism industry. Ekoloji, 28(107), 283–287.

Ishmael, & Dei, R. (2018). Effects of Service Quality and Customer Satisfaction on Repurchase Intention in Restaurants on University of Cape Coast Campus. Journal of Tourism, Heritage & Services Marketing, 4(1), 27–36. http://doi.org/10.5281/zenodo.1247542

Khanna, M., Jacob, I., & Yadav, N. (2014). Identifying and analyzing touchpoints for building a higher education brand. Journal of Marketing for Higher Education, 24(1), 122–143. https://doi.org/10.1080/08841241.2014.920460

Lin, L. Y., & Ching Yuh, C. Y. (2010). The influence of corporate image, relationship marketing, and trust on purchase intention: the moderating effects of word of mouth. Tourism Review, 65(3), 16–34. https://doi.org/10.1108/16605371011083503

Luthans, F. (2006). Perilaku organisasi. Edisi Sepuluh ( dkk. Yuwono, V. A. (ed.); 10th ed.).

Mourad, M., Ennew, C., & Kortam, W. (2011). Brand equity in higher education. Marketing Intelligence & Planning, 29(4), 403–420. https://doi.org/10.1108/02634501111138563

Munaro, A. C., Martins, E., & Kato, H. T. (2019). The effect of consumption motivation on the perception of gift store attributes in jewelry retail stores and its influence on repurchase intention. Revista Brasileira de Gestao de Negocios, 21(5), 788–812. https://doi.org/10.7819/rbgn.v21i5.4029

Natalia, E. D. K., Setiawan, M., & Puspaningrum, A. (2017). Pengaruh citra institusi dan kualitas layanan terhadap retensi melalui kepuasan mahasiswa (studi pada universitas ma chung di kota malang). South East Asia Journal of Contemporary Business, Economics and Law, 14(3), 13–21. http://seajbel.com/wp-content/uploads/2018/04/ECON-210.pdf

Newman, A., & Japarianto, E. (2014). Pengaruh Motivation Terhadap Purchase Intention Dengan Perception Sebagai Variabel Intervening Di Toko Obat Tradisional Ban Seng Tong Surabaya. 2(1), 1–9.

Noviasari, R. A. (2015). Pengaruh Citra Institusi dan Kualitas Layanan Terhadap Kepuasan dan Loyalitas Mahasiswa Universitas Moch.Sroedji Jember. Journal Bisnis Dan Manajemen, 9(2), 190–201.

Nurhayati, Y. (2017). Pengaruh Rational Buying Motive Dan Emotional Buying Motive. Ekonologi, 4(April), 221–224.

Palacio, A. B., Meneses, G. D., & Pérez, P. J. P. (2002). The configuration of the university image and its relationship with the satisfaction of students. Journal of Educational Administration, 40(5), 486–505. https://doi.org/10.1108/09578230210440311

Parasuraman, A., Zeithml, V. A., & Barry, L. L. (1988). Servqual. Journal of Retailing, 64(1).

Purwaniningtyas, D. A., & Mujiasih, E. (2015). Hubungan Antara Citra Merek (Brand Image) Dengan Intensi Membeli Telepon Seluler Merek Lokal Pada Siswa Kelas X Dan Xi Sma Negeri 3 Semarang. 4(1), 69–76.

Rahimizhian, S., Avci, T., & Eluwole, K. K. (2020). A conceptual model development of the impact of higher education service quality in guaranteeing edu-tourists’ satisfaction and behavioral intentions. Journal of Public Affairs, 20(3). https://doi.org/10.1002/pa.2085

Rahmawati, A. P., Prihastuty, R., & Aziz, A. (2018). Pengaruh Kepuasan Konsumen Terhadap Repurchase Intention. INTUISI, 10(3), 293–298.

Riki Wijayajaya, H., & Tri Astuti, S. R. (2018). The Effect of Trust and Brand Image to Repurchase Intention in Online Shopping. KnE Social Sciences, 3(10), 915. https://doi.org/10.18502/kss.v3i10.3182

Santrock, J. W. (2011). Psikologi pendidikan edisi ke 2 (terjemahan Tri Wibowo). ( terjemahan T. Wibowo (ed.); 2nd ed.). McGraw-Hill companies.

Savitri, I. A. P. D., & Wardana, I. M. (2018). Pengaruh Citra Merek, Kualitas Produk Dan Persepsi Harga Terhadap Kepuasan Dan Niat Beli Ulang. E-Jurnal Manajemen Unud, 7(10).

Schiffman, Leon & kanuk, L. (2010). Consumer Behaviour (10th ed) (10th ed.). Pearson Prentice Hall.

Schunk, D. H. (2012). Lerning theories (sixth edition) (6th ed.). Pearson Education, Inc.

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Adam, F., & Kamase, J. (2019). The effect competence and motivation to satisfaction and performance. International Journal of Scientific and Technology Research, 8(3), 132–140.

Arwanda, N. O. D., Hartoyo, H., & Hartoyo, S. (2014). Kepuasan, Citra, dan Loyalitas pada Lembaga Pendidikan Tinggi: Kasus di Akademi XYZ. Jurnal Ilmu Keluarga Dan Konsumen, 7(2), 123–132. https://doi.org/10.24156/jikk.2014.7.2.123

Belopa, E. M. (2015). Hubungan Kepercayaan Merek Dan Persepsi Kualitas Dengan Minat Beli Ulang Produk Kecantikan Silver International Clinic Balikpapan. Psikoborneo, 3(1), 64–76.

Candan, B., & Yıldırım, S. (2013). Investigating the Relationship between Consumption Values and Personal Values of Green Product Buyers. International Journal of Economics and Management Sciences, 2(12), 29–40. www.managementjournals.org

Chinomona, R., & Dubihlela, D. (2014). Does customer satisfaction lead to customer trust, loyalty and repurchase intention of local store brands? The case of gauteng province of South Africa. Mediterranean Journal of Social Sciences, 5(9), 23–32. https://doi.org/10.5901/mjss.2014.v5n9p23

Choi, E. J., & Kim, S. H. (2013). The study of the impact of perceived quality and value of social enterprises on customer satisfaction and re-purchase intention. International Journal of Smart Home, 7(1), 239–252.

Creswell W jhon. (2013). Research Design Pendekatan Kualitatif, Kuantitatif, dan Mixed. Pustaka Pelajar.

D’Este, P., & Perkmann, M. (2011). Why do academics engage with industry? The entrepreneurial university and individual motivations. Journal of Technology Transfer, 36(3), 316–339. https://doi.org/10.1007/s10961-010-9153-z

Daumiller, M., Stupnisky, R., & Janke, S. (2020). Motivation of higher education faculty: Theoretical approaches, empirical evidence, and future directions. International Journal of Educational Research, 99(December 2019), 101502. https://doi.org/10.1016/j.ijer.2019.101502

Dirgantari, P. D. (2012). Pengaruh Kualitas Layanan Jasa Pendidikan Terhadap Kepuasan Mahasiswa serta Dampaknya Terhadap Upaya Peningkatan Citra Perguruan Tinggi Negeri Menuju World Class University (Studi pada Mahasiswa Asing di ITB, UNPAD, dan UPI). Jurnal Ilmu Manajemen Dan Bisnis, 3(2). https://doi.org/10.17509/jimb.v3i2.1039

Duygun, A., Menteş, S. A., & Kubaş, A. (2014). The Impacts of Complaint Satisfaction on Corporate Reputation: A Study on Banking Sector. International Journal of Trade, Economics and Finance, 5(2), 159–160. https://doi.org/10.7763/ijtef.2014.v5.361

Dwi RachmawatiI, S., Mulyati, H., & Simanjuntak, M. (2019). Pemasaran Berbasis Hubungan Pada Kerjasama Perguruan Tinggi Negeri: Kasus Institut Pertanian Bogor. Tadbir Muwahhid, 3(2), 133. https://doi.org/10.30997/jtm.v3i2.2066

Eddy, P. L. (2010). Partnerships and Collaborations in Higher Education. ASHE Higher Education Report, 36(2), 152. https://doi.org/10.1002/aehe.3602

Gumussoy, C. A., & Koseoglu, B. (2016). The Effects of Service Quality, Perceived Value and pPice Fairness on Hotel Customers’ Satisfaction and Loyalty. Journal of Economics, Business and Management, 4(9), 9. https://doi.org/10.18178/joebm.2016.4.9.446

Gupta, S., McLaughlin, E., & Gomez, M. (2007). Guest satisfaction and restaurant performance. Cornell Hotel and Restaurant Administration Quarterly, 48(3), 284–298. https://doi.org/10.1177/0010880407301735

Hajli, N., Sims, J., Zadeh, A. H., & Richard, M. O. (2017). A social commerce investigation of the role of trust in a social networking site on purchase intentions. Journal of Business Research, 71, 133–141. https://doi.org/10.1016/j.jbusres.2016.10.004

Harahap, D. A., Hurriyati, R., Gaffar, V., & Amanah, D. (2018). The impact of word of mouth and university reputation on student decision to study at university. Management Science Letters, 8(6), 649–658. https://doi.org/10.5267/j.msl.2018.4.027

Hemsley-Brown, J., Melewar, T. C., Nguyen, B., & Wilson, E. J. (2016). Exploring brand identity, meaning, image, and reputation (BIMIR) in higher education: A special section. Journal of Business Research, 69(8), 3019–3022. https://doi.org/10.1016/j.jbusres.2016.01.016

Huang, L. C., Gao, M., & Hsu, P. F. (2019). A study on the effect of brand image on perceived value and repurchase intention in ecotourism industry. Ekoloji, 28(107), 283–287.

Ishmael, & Dei, R. (2018). Effects of Service Quality and Customer Satisfaction on Repurchase Intention in Restaurants on University of Cape Coast Campus. Journal of Tourism, Heritage & Services Marketing, 4(1), 27–36. http://doi.org/10.5281/zenodo.1247542

Khanna, M., Jacob, I., & Yadav, N. (2014). Identifying and analyzing touchpoints for building a higher education brand. Journal of Marketing for Higher Education, 24(1), 122–143. https://doi.org/10.1080/08841241.2014.920460

Lin, L. Y., & Ching Yuh, C. Y. (2010). The influence of corporate image, relationship marketing, and trust on purchase intention: the moderating effects of word of mouth. Tourism Review, 65(3), 16–34. https://doi.org/10.1108/16605371011083503

Luthans, F. (2006). Perilaku organisasi. Edisi Sepuluh ( dkk. Yuwono, V. A. (ed.); 10th ed.).

Mourad, M., Ennew, C., & Kortam, W. (2011). Brand equity in higher education. Marketing Intelligence & Planning, 29(4), 403–420. https://doi.org/10.1108/02634501111138563

Munaro, A. C., Martins, E., & Kato, H. T. (2019). The effect of consumption motivation on the perception of gift store attributes in jewelry retail stores and its influence on repurchase intention. Revista Brasileira de Gestao de Negocios, 21(5), 788–812. https://doi.org/10.7819/rbgn.v21i5.4029

Natalia, E. D. K., Setiawan, M., & Puspaningrum, A. (2017). Pengaruh citra institusi dan kualitas layanan terhadap retensi melalui kepuasan mahasiswa (studi pada universitas ma chung di kota malang). South East Asia Journal of Contemporary Business, Economics and Law, 14(3), 13–21. http://seajbel.com/wp-content/uploads/2018/04/ECON-210.pdf

Newman, A., & Japarianto, E. (2014). Pengaruh Motivation Terhadap Purchase Intention Dengan Perception Sebagai Variabel Intervening Di Toko Obat Tradisional Ban Seng Tong Surabaya. 2(1), 1–9.

Noviasari, R. A. (2015). Pengaruh Citra Institusi dan Kualitas Layanan Terhadap Kepuasan dan Loyalitas Mahasiswa Universitas Moch.Sroedji Jember. Journal Bisnis Dan Manajemen, 9(2), 190–201.

Nurhayati, Y. (2017). Pengaruh Rational Buying Motive Dan Emotional Buying Motive. Ekonologi, 4(April), 221–224.

Palacio, A. B., Meneses, G. D., & Pérez, P. J. P. (2002). The configuration of the university image and its relationship with the satisfaction of students. Journal of Educational Administration, 40(5), 486–505. https://doi.org/10.1108/09578230210440311

Parasuraman, A., Zeithml, V. A., & Barry, L. L. (1988). Servqual. Journal of Retailing, 64(1).

Purwaniningtyas, D. A., & Mujiasih, E. (2015). Hubungan Antara Citra Merek (Brand Image) Dengan Intensi Membeli Telepon Seluler Merek Lokal Pada Siswa Kelas X Dan Xi Sma Negeri 3 Semarang. 4(1), 69–76.

Rahimizhian, S., Avci, T., & Eluwole, K. K. (2020). A conceptual model development of the impact of higher education service quality in guaranteeing edu-tourists’ satisfaction and behavioral intentions. Journal of Public Affairs, 20(3). https://doi.org/10.1002/pa.2085

Rahmawati, A. P., Prihastuty, R., & Aziz, A. (2018). Pengaruh Kepuasan Konsumen Terhadap Repurchase Intention. INTUISI, 10(3), 293–298.

Riki Wijayajaya, H., & Tri Astuti, S. R. (2018). The Effect of Trust and Brand Image to Repurchase Intention in Online Shopping. KnE Social Sciences, 3(10), 915. https://doi.org/10.18502/kss.v3i10.3182

Santrock, J. W. (2011). Psikologi pendidikan edisi ke 2 (terjemahan Tri Wibowo). ( terjemahan T. Wibowo (ed.); 2nd ed.). McGraw-Hill companies.

Savitri, I. A. P. D., & Wardana, I. M. (2018). Pengaruh Citra Merek, Kualitas Produk Dan Persepsi Harga Terhadap Kepuasan Dan Niat Beli Ulang. E-Jurnal Manajemen Unud, 7(10).

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2022-01-04

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