Understanding the role of university commitment, socioeconomic background, and brand trust in shaping brand loyalty in Islamic higher education in Indonesia
In the increasingly competitive higher education market, Islamic higher education (IHE) institutions face growing pressure to attract and retain students. Brand loyalty, as a cost-effective competitive advantage, is crucial for IHEs to thrive in this landscape. This study investigates the impact of...
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| Format: | Article |
| Language: | English |
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Elsevier
2025-12-01
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| Series: | Sustainable Futures |
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| Online Access: | http://www.sciencedirect.com/science/article/pii/S2666188825004770 |
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| author | Ahmad Juhaidi Abdullah M. Al-Ansi Analisa Fitria Noor Hidayati Huriyah |
| author_facet | Ahmad Juhaidi Abdullah M. Al-Ansi Analisa Fitria Noor Hidayati Huriyah |
| author_sort | Ahmad Juhaidi |
| collection | DOAJ |
| description | In the increasingly competitive higher education market, Islamic higher education (IHE) institutions face growing pressure to attract and retain students. Brand loyalty, as a cost-effective competitive advantage, is crucial for IHEs to thrive in this landscape. This study investigates the impact of university commitment, family socioeconomic background, and brand trust on brand loyalty among IHE students. Additionally, the study examines the mediating role of brand trust elements and explores potential gender differences in the relationships between these variables. We collected data from 358 IHE students using questionnaires distributed through convenience and snowball sampling techniques. To analyze the data, we used Partial Least Squares-Structural Equation Modelling (PLS-SEM) multigroup analysis, employing SmartPLS version 4. The findings reveal that university commitment significantly influences both brand loyalty and brand trust. However, family socioeconomic background does not demonstrate a direct effect on brand loyalty. Furthermore, the study finds that brand trust mediates the relationship between university commitment and brand loyalty. Moreover, the study confirms that the impact of trust on loyalty is generally more pronounced in males than in females. To enhance the generalizability of the findings, future research could expand the scope to include a wider array of higher education institutions. |
| format | Article |
| id | doaj-art-2f5dbc2a854749e6ac11bc1acb9dd174 |
| institution | Kabale University |
| issn | 2666-1888 |
| language | English |
| publishDate | 2025-12-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Sustainable Futures |
| spelling | doaj-art-2f5dbc2a854749e6ac11bc1acb9dd1742025-08-20T03:29:32ZengElsevierSustainable Futures2666-18882025-12-011010091210.1016/j.sftr.2025.100912Understanding the role of university commitment, socioeconomic background, and brand trust in shaping brand loyalty in Islamic higher education in IndonesiaAhmad Juhaidi0Abdullah M. Al-Ansi1Analisa Fitria2Noor Hidayati3 Huriyah4Antasari State Islamic University Banjarmasin, Indonesia; Corresponding author.Dhofar University, OmanAntasari State Islamic University Banjarmasin, IndonesiaAntasari State Islamic University Banjarmasin, IndonesiaAntasari State Islamic University Banjarmasin, IndonesiaIn the increasingly competitive higher education market, Islamic higher education (IHE) institutions face growing pressure to attract and retain students. Brand loyalty, as a cost-effective competitive advantage, is crucial for IHEs to thrive in this landscape. This study investigates the impact of university commitment, family socioeconomic background, and brand trust on brand loyalty among IHE students. Additionally, the study examines the mediating role of brand trust elements and explores potential gender differences in the relationships between these variables. We collected data from 358 IHE students using questionnaires distributed through convenience and snowball sampling techniques. To analyze the data, we used Partial Least Squares-Structural Equation Modelling (PLS-SEM) multigroup analysis, employing SmartPLS version 4. The findings reveal that university commitment significantly influences both brand loyalty and brand trust. However, family socioeconomic background does not demonstrate a direct effect on brand loyalty. Furthermore, the study finds that brand trust mediates the relationship between university commitment and brand loyalty. Moreover, the study confirms that the impact of trust on loyalty is generally more pronounced in males than in females. To enhance the generalizability of the findings, future research could expand the scope to include a wider array of higher education institutions.http://www.sciencedirect.com/science/article/pii/S2666188825004770Brand loyaltyBrand trustGenderInstitutional commitmentSocioeconomic background |
| spellingShingle | Ahmad Juhaidi Abdullah M. Al-Ansi Analisa Fitria Noor Hidayati Huriyah Understanding the role of university commitment, socioeconomic background, and brand trust in shaping brand loyalty in Islamic higher education in Indonesia Sustainable Futures Brand loyalty Brand trust Gender Institutional commitment Socioeconomic background |
| title | Understanding the role of university commitment, socioeconomic background, and brand trust in shaping brand loyalty in Islamic higher education in Indonesia |
| title_full | Understanding the role of university commitment, socioeconomic background, and brand trust in shaping brand loyalty in Islamic higher education in Indonesia |
| title_fullStr | Understanding the role of university commitment, socioeconomic background, and brand trust in shaping brand loyalty in Islamic higher education in Indonesia |
| title_full_unstemmed | Understanding the role of university commitment, socioeconomic background, and brand trust in shaping brand loyalty in Islamic higher education in Indonesia |
| title_short | Understanding the role of university commitment, socioeconomic background, and brand trust in shaping brand loyalty in Islamic higher education in Indonesia |
| title_sort | understanding the role of university commitment socioeconomic background and brand trust in shaping brand loyalty in islamic higher education in indonesia |
| topic | Brand loyalty Brand trust Gender Institutional commitment Socioeconomic background |
| url | http://www.sciencedirect.com/science/article/pii/S2666188825004770 |
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