The effect of perceived value on service satisfaction in brand image mediation (Case study toward accounting student, Faculty of Economics, State University in East Java)

Siti Nur Choiriyah, Vivin Maharani Ekowati, Ulfi Kartika Oktaviana


This study aims to examine, test, and examine the effect of Perceived Value on Service Satisfaction. Testing the role of Brand Image as a variable mediation influence Perceived Value on Service Satisfaction. The research was conducted in Accounting Department of Faculty of Economics, Surabaya State University, Airlangga University Surabaya, State Islamic University Maulana Malik Ibrahim Malang, Brawijaya University, and State University of Malang. The population of this study are all students of Accounting Department of Economics Faculty of State University in East Java as many as 5,366 students. The sample of this research is 98 students. Data collected directly from resonden by using research instrument in the form of questionnaire and technical data using Path Analysis. The results show that Perceived Value has a significant effect on brand image. Brand image mediates the influence of Perceived Value on Service Satisfaction, where the image of the brand image as a full mediation. Based on these results, it can be interpreted that every member of the organization should be able to create and maintain excellent service provided to students, so that students feel safe and comfortable to perform activities that are closely related to organizational goals, and not reluctant to perform activities that can increase the value that customers perceive to the organization. With a good understanding of the basic concepts of service satisfaction that are firmly rooted in the mind of a student, the student will show the satisfaction of the various forms of service as well. Students will tend to think that the satisfaction of the service is received in accordance with the perceived value of the sacrifice of the cost given to it in obtaining the service. The better the services provided by the department to the students the better the assessment given by the student. So that good service brings out the brand image itself against a student in the State College.

Keyword: Perceived Value, Service Satisfaction, Brand Image

Full Text:



The Qur'an and its Translation. Ministry of Religion.

A, Adiwarman Karim. 2006. Micro-Islamic Economics. Jakarta: Rajawali Press.

Al Kafie, Abdul Haris (2013) The influence of brand image perception on the purchase decision of Eiger brand bags: A case study on the students of the Faculty of Economics, Islamic State University of Malang. Undergraduate thesis, State Islamic University Maulana Malik Ibrahim.

Ariningsih, Endah Pri, 2009, "Perceived Value on Consumer Loyalty Mediated by Consumer Satisfaction and Moderated by Gender", Segment: Management and Business Journal, No. 2, July, p. 44-59.

Brown SP, RA Peterson. (1993). Antecedents and Consequences of Salesperson Job Satisfaction: Meta Analysis and Assessment of Causal Effects. Journal of Marketing Research, 30: 63-77.

Chandra, Gregory. 2002. Marketing Strategies and Programs. Yogyakarta: Andi.

Christiani, Dessui Setyaputri.2012. The Effect of Perceive Value Repurchase Intention. Depok: FISIP UI.

Ferdinand, Augusty. 2013. Management Research Methods. Research guide for Thesis, Thesis and Dissertation Management Science. Undip Press. Semarang.

Ishtiaq, Muhammad Ishaq. 2011. Perceived Value, Service Quality, Corporate Image and Customer Loyalty: Empirical Assessment From Pakistan. Scholar of MBA (Honors), Department of Management Sciences, Lahore Global Institute (Pakistan).

Joko Widagdho,, 1994. Basic Cultural Studies. Jakarta: Earth Literacy.

Karyati. 2016. The Influence of Brand Image and the Perception of Education Costs of Interest Continuing Study at Accounting Education Program FE UNY.

Kotler, P. and K. Keller. 2006. Marketing Management, 12th ed. Upper Saddle River, NJ: Pearson Edu-cation, Inc.

Kotler and Keller, 2007. Marketing Management, Issue 12, Volume 1.Jakarta: PT.Indeks.

Miller JA. (1997). Studying Satisfaction, Modifying Models, Eliciting Expectations, Posing Pro-blems and Making Meaningful Measurements in Conceptualization and Measurement of Consumer Satisfaction and Disatisfaction. H. Keith Hunt, ed. Cambridge, MA: Marketing Science Institute; 17-91.

Muhammad, Abu Ibn Saadh bin Hasbullah. 2014. The Qur'anic Practical Index by Theme. Bogor: Reader Ibn Umar.

Nawawi, Imam. 2013. Hadith Arba'in An-Nawawi.Solo: Insan Kamil.

Petrick, J. F., Backman, S. J. An Examination of the Construct of Perceived Value for the Prediction of Golf Travelers' Intentions to Revisit, Journal of Travel Research, 2002, Vol. 41, pp. 38 - 45.

Portlan, Ana. 2015. Perceived Added Value as Source of Competitive Advantage in Urban Tourism Destination. University of Dubrovnik: Department of Economics and Business Economics.

Rahab, Sri Retno handayani, and Alisa Tri Nawarini.2015. Role of Perceived Value and Customer Satisfaction in Effort to Build Loyalty of Cellular Card User. Media Economics and Management. Vol. No. 30 January 1, 2015.

Simamora, 2003. Unpacking the Black Box of Consumer Behavior. Jakarta: PT. Gramedia Pustaka Utama.

Now, Uma. 2003. Research Methodology for Business. Jakarta: Salemba Four.

Solimun, 2012. Structural Equation Modeling (SEM), delivered on SEM training in Doctoral Program of Management Science, Postgraduate Program STIESIA Surabaya, Date 2-3 June 2012.

Subagio, Hartono and Saputra, Robin. 2012. Influence of Perceived Service Quality, Perceived Value, Satisfaction and Imageter Faced Customer Loyalty (Case Study of Garuda Indonesia). Journal of Marketing Management, Vol. 7, No. 1, April 2012. Faculty of Economics Petra Christian University Surabaya. oi: 10.9744 / marketing.7.5.42-52.

Sugondo, Agus. 2016. Analysis of Service Quality Influence on Student Decision Level at UIN-Suska-Riau University. Questionnaire. Riau: Uin Suska.

Susanto, Ahmad.2012. Early Childhood Development. Jakarta: Kencana.

Syakir Sula, Muhammmad. 2004. Life Insurance (Life And General): Concepts and Operational Systems. Jakarta: Gema Insani Press.

Tjiptono, F., & Chandra G., 2011, Service, Quality & Satisfaction, Ed. 3, Andi, Yogyakarta.

Wahyudah, Anif (2014) The influence of service quality on customer satisfaction: Studies at Sardo Self-service Malang. Undergraduate thesis, State Islamic University Maulana Malik Ibrahim.

Westbrook, R.A. 1980. "Intrapersonal Affective Influences on Consumer Satisfaction with Products". Journal of Consumer Research, Vol. 7: 49-54.

Yi, Y., & Gong, T. (2008) The electronic service quality model: The moderating effect of customer self-efficacy. Psychology & Marketing, 25: 587-601.

Z., & Peterson, R.T. (2004) Customerperceived value, satisfaction, and loyalty: The role of switching costs. Psychology & Marketing, 21: 799-822.

https: // memo -x malang.adm.diakses on 25/04/2017. is the-most-most-product-product-in-domain-in2016/ accessed on 17/06/2017.



  • There are currently no refbacks.

Copyright (c) 2017 Management and Economics Journal (MEC-J)

Editorial Office:
Faculty of Economics,
State Islamic University of Maulana Malik Ibrahim Malang
Gajayana Street 50, Malang-East Java, Indonesia 65144
Phone (+62) 341 558881, Facsimile (+62) 341 558881

P-ISSN 2599-3402
E-ISSN 2598-9537

Lisensi Creative Commons

MEC-J is licensed under CC-BY-SA
© All rights reserved 2017.