The Effect of e-Service Quality on Brand Pride through Satisfaction: A Study in the Context of Educational Services Susanta, Humam Santosa Utomo, Hery Sutanto, Suratna, Rosalia Dwi Fadma Tjahjanti
UPN Veteran Yogyakarta
Abstract
The aim of this research is to examine the effect of e-service quality on satisfaction and its implications for customer pride. This study was conducted at a university so the respondents of this research were students. Data collection used a closed questionnaire for students studying in the Special Region of Yogyakarta. The total sample for this research was 500 students selected according to certain criteria. The analysis tool uses WarpPLS. The research results show that e-service quality has a significant effect on satisfaction, satisfaction has a significant effect on pride, and e-service quality has an insignificant effect on student pride. These results show the importance of student satisfaction with e-service in increasing pride in the university.
