Brand trust as mediation variable of customer relationship management influence on student loyalty

Abstract

The purpose of this research is to find out the influence of customer relationship management on student loyalty, customer relationship management on brand trust, brand trust on student loyalty, the role of brand trust in mediating the influence of customer relationship management on student loyalty. This research is an explanatory research. The total sample used in this research is 110. The sampling technique used is purposive sampling. The questionnaire is used as a tool to collect data. The research tool used is Smart PLS. From the test result using Smart PLS, it can be concluded that customer relationship management significantly influences student loyalty, customer relationship management significantly influences brand trust, brand trust significantly influences student loyalty, and brand trust partially mediates the influence of customer relationship management on student loyalty.