Pengaruh Brand Image dan Harga Terjangkau Terhadap Loyalitas Merek Pada Mahasiswa Universitas Pamulang (UNPAM) Kampus Serang

Fuadi Fuadi; Indar Indar; Maulana Maulana

doi:10.61132/maeswara.v4i3.2618

Authors

Fuadi Fuadi Universitas Pamulang
Indar Indar Universitas Pamulang
Maulana Maulana Universitas Pamulang

DOI:

https://doi.org/10.61132/maeswara.v4i3.2618

Keywords:

Affordable Price, Brand Image, Brand Loyalty, Phenomenology, Students

Abstract

Students represent a unique consumer segment marked by financial constraints yet a strong concern for self-image. Prior studies on brand loyalty within this demographic have predominantly employed quantitative methods, limiting the exploration of students' subjective experiences. This study aims to deeply understand how students at Universitas Pamulang, Serang Campus, interpret brand image and affordability in shaping their institutional loyalty. Employing a qualitative phenomenological approach, data were collected through in-depth interviews, observations, and documentation from 15 purposively selected students and analyzed using the Miles, Huberman, and Saldaña interactive model. The findings reveal that brand image is perceived through three dimensions: inclusivity, affordability, and adaptability. Affordability is construed not merely as low cost but as educational democratization, psychological security, and a valuable future investment (value for money). Critically, student loyalty was found to evolve from a calculative, cost-based commitment into advocative loyalty, manifested through active word-of-mouth and defense of the institution’s reputation. This study enriches Oliver's loyalty theory by highlighting the foundational role of social and psychological value in fostering loyalty within the higher education service sector.

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