Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk menguji pengaruh brand reputation dan firm created content terhadap loyalitas mahasiswa yang dimediasi oleh kepuasan pada mahasiswa universitas syiah kuala (usk). pengumpulan data dalam penelitian ini diperoleh melalui kuisioner google form sebagai instrumen pengumpulan data terhadap 170 responden. teknik pengambilan sampel yang digunakan dalam penelitian ini adalah non-probability sampling dengan jenis yang digunakan purposive sampling. berdasarkan hasil analisis menunjukkan bahwa brand reputation berpengaruh positif terhadap kepuasan, firm created content berpengaruh positif terhadap kepuasan, brand reputation berpengaruh positif terhadap loyalitas mahasiswa, firm created content berpengaruh positif terhadap loyalitas mahasiswa, kepuasan berpengaruh positif terhadap loyalitas mahasiswa dan kepuasan dapat memediasi hubungan antara brand reputation terhadap loyalitas mahasiswa dan juga kepuasan dapat memediasi hubungan antara firm created content terhadap loyalitas mahasiswa. kata kunci: brand reputation, firm created content, kepuasan, dan loyalitas mahasiswa

ABSTRACT This research aims to examine the influence of brand reputation and firm created content on student loyalty, mediated by satisfaction with Syiah Kuala University (USK) students. Data collection in this research was obtained through a Google Form questionnaire as a data collection instrument for 170 respondents. The sampling technique used in this research was non-probability sampling with purposive sampling used. based on the results of the analysis, it shows that brand reputation has a positive effect on satisfaction, firm created content has a positive effect on satisfaction, brand reputation has a positive effect on student loyalty, firm created content has a positive effect on student loyalty, satisfaction has a positive effect on student loyalty and satisfaction can mediate the relationship between brands reputation on student loyalty and satisfaction can mediate the relationship between firm created content and student loyalty. Keywords: Brand Reputation, Firm Created Content, Student Satisfaction and Loyalty