THE EFFECT OF BRAND RELATIONSHIP QUALITY ON POST PURCHASE BRAND LOYALTY ON PREMIUM ONLINE LEARNING AND TUTORING
Iven Ganesja (*a), Daniel Tumpan Aruan, PhD(b)
Magister Management - University of Indonesia
Jl. Salemba Raya IV, RW.5, Kenari, Kec. Senen, Kota Jakarta Pusat, Daerah Khusus Ibukota Jakarta 10430, Indonesia
*iven.ganesja71[at]ui.ac.id
Abstract
In 2018 Indonesia,Digital Education and E-Learning Market Outlook issued a report entitled " Rising Trand of Blended to Drive The Future Growth”", the shown result was quite surprising because Indonesia was predicted to be the Top 5 Buyers of mobile learning products and services, competing with superpower countries such as China, the United States, together compete with developing countries such as Brazil and India. The total expenditure used to provide digital-based education in Indonesia has also continued to increase in the last five years. The E-learning industry in Indonesia is highly developed, start-up companies from within and outside the country produce online learning and tutoring with varied learning methods. One of local online learning and tutoring provider that is having very fast moves is Ruang Guru. However, competition between brands is enough to enter a fairly intense phase. When a company invests in acquiring users, there will be a big effort for customer retention, especially the usage of premium online learning and tutoring is set as periodic subscription. This study focuses on analysis the effect of brand relationship elements (satisfaction,commitment,and trust) on brand loyalty after purchasing. Using Partial Least Square as data processing method. The results of the study show that there is a significant positive effect of trust, satisfaction, and commitment to one element of brand loyalty, namely repurchase intention, while no significant positive effect between trust, satisfaction and commitment with price tolerance which will later be discussed in the discussion.
Keywords: Brand Relationship Quality, Brand Loyalty, Repurchase Intention,Service Quality
Topic: Marketing Management