Marketing performance as implication of brand image mediated by trust

Abstract

Research on marketing performance has been discussed by several previous researchers on institutions and industries. One of them is in the field of education. The purpose of this study is to analyze the effect of brand image toward marketing performance, brand image on trust and brand image toward marketing performance mediated by trust. In previous studies there have been many studies that measure marketing performance from internal or management perspective. On the other hand, this research discusses marketing performance that can be measured through the perspective of the student as consumer. This research studies the marketing performance of private higher education in the perspective of students in the Indonesian context. This research was conducted in DKI Jakarta. In this study it was found that there was not a significant influence on brand image toward marketing performance; brand image has a significant influence on trust and also trust towards marketing performance; but brand image has a significant influence toward marketing performance mediated by trust.