Structural Model Kekuatan Kualitas Website dalam Membangun Citra Perguruan Tinggi
The website is an information technology facility that is the main branding tool for universities. This research uses studies at tertiary institutions that have changed from high schools to universities. This change has an impact on reducing the number of users accessing the website, so it is necessary to analyze the quality of the website to improve the image of universities. The aim was to analyze the quality of the website on the image of the university by mediating brand awareness, and its impact on user satisfaction and the intention to revisit the university's website. This research is quantitative research with a survey method. The sampling technique used purposive sampling. Questionnaires were distributed to respondents who met the criteria via Google Form in 2023 and obtained 278 respondents. The analysis technique used was Partial Least Square with Structure Equation Modeling (PLS-SEM) using measurement model evaluation and structural model evaluation using the SmartPLS application. The results of this study indicate that there is a strong influence of website quality in building a college's brand image. Improving the quality of the website is proven to be able to increase brand awareness and the image of higher education institutions. The impact of improving the university's image is increasing website user satisfaction so that there is an intention from users to revisit the university's website in the future.
T. Kincl and P. Strach, “Measuring website quality : asymmetric effect of user satisfaction,” Behav. & Inform. Techno., vol. 31, no. 7, pp. 647–657, 2012.
S. A. Adepoju, I. O. Oyefolahan, and A. A. Mohammed, “Multi-Criteria Decision-Making Based Approaches in Website Quality and Usability Evaluation : A Systematic Review,” J. of Infor. and Comm.Tech., vol. 19, no. 3, pp: 399-436, 2020, doi: 10.32890/jict2020.19.3.5.
M. Jamil, S. F. Saputra, M. I. Wahid, and D. Riana, “Evaluasi Metode ISO / IEC 9126 pada Kinerja Website Sistem Informasi Akademik Perguruan Tinggi,” Inform. MulawarmanJurnal Ilm. Ilmu Komput., vol. 16, no. 1, 2021.
R. Handika, M. Hasbi, and T. Susyanto, “Analisis Kualitas Website E-Learning Universitas dengan Metode WebQual 4.0 dan Importance Performance Analysis,” J. Ilm. Sinus, no. 2, pp. 67–76, 2022.
L. P. Jie, R. Ramlan, R. Hassan, R. Omar, and C. S. Wei, “Website quality of Malaysian Technical University (MTUN),” Ind. J. of Elec. Eng. and Comp. Sc., vol. 18, no. 3, pp. 1624–1628, 2020, doi: 10.11591/ijeecs.v18.i3.pp1624-1628.
A. C. Puspitaningrum, “Faktor Kesuksesan Sistem E-Office Rumah Sakit dalam Upaya Meningkatkan Kepuasan Pengguna,” J. Tek. Inf. dan Sist. Inf., vol. 6, pp. 184–193, 2020.
D. Napitupulu, “Analysis of Factors Affecting the Website Quality Based on Webqual Approach (Study Case : XYZ University),” Int. J. on Adv. Sci., Eng. and Inf. Tech., vol. 7, no. 3, pp. 792–798, 2017.
R. M. S. Muchsin and A. Wahyono, “Pengaruh Kualitas Pelayanan , Brand Image , Kualitas Website Terhadap Kepuasan Pelanggan Lazada (Studi Pada Mahasiswa USNI Fakultas Ekonomi),” J. Manaj. Univ. Satya Negara Indones., vol. 2, no. 2, pp. 1–12, 2018.
M. E. Kustyawati, E. Suroso, H. Al Rasyid, and A. M. Putri, “Sistem Informasi Pemasaran Berbasis Website Terhadap Brand Awareness dan Minat Beli Produk Udang Instan Berbumbu Merek Seadang,” Sosio e-Kons, vol. 14, pp. 315–322, 2022.
H. H. Kuan, G. W. Bock, and V. Vathanophas, “Comparing the effects of website quality on customer initial purchase and continued purchase at e-commerce websites,” Behav. Inf. Technol., vol. 27, no. 1, pp. 3–16, 2008.
N. C. Nawi, A. Al-Mamun, and N. A. Raston, “Examining the key factors affecting e-service quality of small online apparel businesses in Malaysia,” Sage Open, vol. 5, no. 2, pp. 1–10, 2015.
E. Loiacono, R. T. Watson, and D. Goodhue, “WEBQUAL: A measure of website quality,” Mark. theory Appl., vol. 13, no. 3, pp. 432–438, 2002.
R. Connolly, F. Bannister, and A. Kearney, “Government website service quality: A study of the Irish revenue online service,” Eur. J. Inf. Syst., vol. 19, no. 6, pp. 649–667, 2010.
B. F. Canziani and D. H. B. Welsh, “Website quality for SME wineries: Measurement insights,” J. Hosp. Tour. Technol., vol. 7, no. 3, pp. 266–280, 2016.
C. Zehir and E. Narcıkara, “E-service quality and e-recovery service quality: effects on value perceptions and loyalty intentions,” Procedia-Social Behav. Sci., vol. 229, pp. 427–443, 2016.
T. Suryani, A. A. Fauzi, M. L. Sheng, and M. Nurhadi, “Developing and testing a measurement scale for SMEs’ website quality (SMEs-WebQ): Evidence from Indonesia,” Electron. Commer. Res., pp. 1–32, 2022.
K. L. Keller, “Conceptualizing, measuring, and managing customer-based brand equity,” J. Mark., vol. 57, no. 1, pp. 1–22, 1993.
K. L. Keller, “Building strong brands in a modern marketing communications environment,” J. Mark. Commun., vol. 15, no. 2, pp. 139–155, 2009.
K. Hutter, J. Hautz, S. Dennhardt, and J. Füller, “The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI on Facebook,” J. Prod. Brand Manag., vol. 22, no. 5, pp. 342–351, 2013, doi: 10.1108/JPBM-05-2013-0299.
T. Suryani, M. Nurhadi, and A. A. Fauzi, Strategi Pengelolaan Aktivitas Pemasaran di Media Sosial. Surabaya: Jakad Media Publishing, 2022.
F. E. Webster and K. L. Keller, “A roadmap for branding in industrial markets,” J. Brand Manag., vol. 11, no. 5, pp. 388–402, 2004, doi: 10.1057/palgrave.bm.2540184.
R. Bayu Putra et al., “Dampak Nilai Pelanggan Dan Relationship Marketing Dalam Membangun Kepuasan Pelanggan Melalui Citra Merek Sebagai Variabel Intervening,” J. Teknol. Dan Sist. Inf. Bisnis, vol. 1, no. 2, pp. 39–48, 2019, doi: 10.47233/jteksis.v1i2.51.
Y. Zhang, “The impact of brand image on consumer behavior: a literature review,” Open J. Bus. Manag., vol. 3, no. 1, pp. 58–62, 2015.
D. B. Luong, T. H. G. Vo, and K. H. Le, “The impact of electronic word of mouth on brand image and buying decision: An empirical study in Vietnam tourism,” Int. J. Res. Stud. Manag., vol. 6, no. 1, pp. 53–63, 2017.
T. Suryani, M. Nurhadi, and A. A. Fauzi, E-Marketing Bagi UKM: Strategi Periklanan, Website & Media Sosial. Surabaya: Jakad Media Publishing, 2020.
J. R. Griffiths, F. Johnson, and R. J. Hartley, “User satisfaction as a measure of system performance,” J. Librariansh. Inf. Sci., vol. 39, no. 3, pp. 142–152, 2007.
N. M. Widyaningsih, “Analisis Kepuasan Pengguna Website Jurnal Online Menggunakan Webqual (Studi Kasus : Buletin Penelitian Sistem Kesehatan),” Institut Teknologi Sepuluh Nopember, 2018.
M. F. Shamsudin, N. Johari, S. Nayan, S. A. Esa, and B. Kadir, “The influence of service quality, brand image, trust, and price on customer satisfaction: Case of airline services,” J. Crit. Rev., vol. 7, no. 19, pp. 620–627, 2020.
N. H. Istiqomah, “Pengaruh Destination Brand Image dan Attribut of Destination terhadap Revisit Intention dengan Customer Satisfaction sebagai Variabel Mediasi,” Universitas Muhammadiyah Malang, 2020.
D. A. Baker and J. L. Crompton, “Quality, satisfaction and behavioral intentions,” Ann. Tour. Res., vol. 27, no. 3, pp. 785–804, 2000, doi: 10.1016/S0160-7383(99)00108-5.
C. F. Chen and D. C. Tsai, “How destination image and evaluative factors affect behavioral intentions?,” Tour. Manag., vol. 28, no. 4, pp. 1115–1122, 2007, doi: 10.1016/j.tourman.2006.07.007.
E. Nafisah and U. Suhud, “Who Would Return to Malioboro ? A Structural Model of Factors to Influence Tourists Revisit,” in International Conference on Education For Economics, Business, and Finance, 2016, pp. 28–35.
H. Y. Choi and Y. K. Lee, “The Effect of Travel Blog Quality on User Satisfaction and Intention to Revisit,” Int. J. IT Bus. Strateg. Manag., vol. 6, no. 1, pp. 25–32, 2021.
D. H. Byun and G. Finnie, “Evaluating usability, user satisfaction and intention to revisit for successful e-government websites,” Electron. Gov. an Int. J., vol. 8, no. 1, pp. 1–19, 2011.
M. Jufri, “Analisis Faktor-faktor yang Mempengaruhi Keinginan Wajib Pajak dalam Menggunakan E-Filing di Kota Batam,” J. Teknol. Dan Sist. Inf. Bisnis, vol. 4, no. 1, pp. 107–115, 2022, doi: https://doi.org/10.47233/jteksis.v4i1.384.
J. F. Hair, G. T. M. Hult, C. M. Ringle, and M. Sarstedt, “A primer on partial least squares structural equation modelling (PLSSEM) (2nd ed.),” in In L. Fargotstein & Y. McDuffee, (Eds.), Los Angeles: SAGE Publications, 2017.
J. F. Hair, M. Sarstedt, C. M. Ringle, and S. P. Gudergan, “Advanced issues in partial least squares structural equation modeling,” in In L. Fargotstein & Y. McDuffee, (Eds.), Los Angeles: SAGE Publications, 2018.
J. F. Hair, G. T. M. Hult, C. M. Ringle, M. Sarstedt, N. P. Danks, and S. Ray, “An Introduction to Structural Equation Modeling,” in Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Classroom Companion: Business, Springer, 2021. doi: https://doi.org/10.1007/978-3-030-80519-7_1.
A. E. Widiyanti, “Model Pengaruh Kualitas Website dan Media Sosial terhadap Citra Merek dan Keputusan Pembelian Produk Green Angelica,” STIE Perbanas Surabaya, 2018.
J. Jiménez-Barreto and S. Campo-Martínez, “Destination website quality, users’ attitudes and the willingness to participate in online co-creation experiences,” Eur. J. Manag. Bus. Econ., vol. 27, no. 1, pp. 26–41, 2018, doi: 10.1108/EJMBE-11-2017-0048.
K. Hutter, J. Hautz, and J. Fu, “The impact of user interactions in social media on brand awareness and purchase intention : the case of MINI on Facebook,” J. of Prod. & Brand Manag., vol. 6, no. May, pp. 342–351, 2013, doi: 10.1108/JPBM-05-2013-0299.
I. Stojanovic, L. Andreu, R. Curras-perez, I. Stojanovic, L. Andreu, and R. Curras-perez, “Effects of the intensity of use of social media on brand equity An empirical study in a tourist destination,” Euro. J. of Man. and Busin. Econ., 27(1), 83-100, 2018, doi: 10.1108/EJMBE-11-2017-0049.
Y. Bilgin, “Business & management studies: an international journal,” Bus. Manag. Stud. an Int. J., vol. 6, no. 1, pp. 128–148, 2018.
R. A. Wilis and A. Nurwulandari, “The effect of E-Service Quality, E-Trust, Price and Brand Image Towards E-Satisfaction and Its Impact on E-Loyalty of Traveloka’s Customer,” J. Ilm. MEA (Manajemen, Ekon. Akuntansi), vol. 4, no. 3, pp. 1061–1099, 2020.
N. G. A. P. Anggraeni and N. M. W. Kusumadewi, “Peran Citra Merek Memediasi Pengaruh Kepuasan Pelanggan Terhadap Niat Menggunakan Kembali E-Commerce Lazada,” E-jurnal Ekon. dan Bisnis., vol. 12, no. 03, pp. 436–445, 2023.
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under an Attribution 4.0 International (CC BY 4.0) that allows others to share — copy and redistribute the material in any medium or format and adapt — remix, transform, and build upon the material for any purpose, even commercially with an acknowledgment of the work's authorship and initial publication in this journal.