The Influence of Social Media Marketing, Institutional Image and Trust on Student Loyalty

Abstract

The purpose of this research is to find out the influence of social media marketing on student loyalty, to find out the influence of social media marketing on institutional image, to find out the influence of institutional image on student loyalty, to find out the influence of social media marketing on student loyalty through institutional image, to find out the influence of social media marketing on trust, to find out the influence of trust on student loyalty, to find out the influence of social media marketing on student loyalty through trust, to find out the influence of (institutional) image on trust. This research is categorized as explanatory research. The population is bachelor degree students (S1) of five faculties at Budi Luhur University Jakarta who are at least already on their 4th semester. The data is collected using questionnaire which reliability and validity are tested for 30 respondents. The research sample is using purposive sampling with total of 110 respondents. The data is analyzed using Structure Equation Modeling (SEM) which consists of measurement model and structural model of AMOS program. Based on the research result, it can be concluded that social media marketing influences student loyalty, social media marketing influences institutional image, institutional image influences student loyalty, competitive advantage does not mediate the influence of social media marketing on student loyalty, social media marketing does not influence trust, trust influences student loyalty, and institutional image and trust do not mediate the influence of social media marketing on student loyalty.