Strategi pengurusan jenama telekomunikasi bimbit prabayar dalam persekitaran akademik Indonesia

The purpose of this study is to determine brand management strategy of prepaid mobile telecommunication in Indonesian academic setting. This research also aims to identify the relationship between brand awareness, brand image, brand delivery, brand trust, customer’s satisfaction and brand loyalty. In addition, this research attempts to identify the role of brand trust and customer’s satisfaction as a mediator
factor towards brand loyalty in the prepaid mobile telecommunication in Indonesia. The population of this research involved nine business mangement depatments selected at random from three public universities in Indonesia and 330 were taken as
the sample and were interviewed. This study uses quantitative approach by integrating three research methods which are exploratory, descriptive , and causal research designs. The results show that consumer’s satisfaction has significant
influence on brand trust. Three factors which are brand awareness, brand image, and brand delivery are found to have significant influence on customer’s satisfaction. Similarly, it is also evident that brand image, brand trust, and
customer’s satisfaction have significant influence on brand loyalty. Apart from that, brand trust mediates relationship between customer’s satisfaction and brand loyalty. Finally, the results of this study assert that customer’s satisfaction mediates relationship between brand image and brand loyalty. The study confirms that the Indonesian prepaid mobile telecommunications’ brand loyalty level is evolving in stages as described in Oliver’s model. Hence, it can be deduced that the establishment of attitude-behavior relationship provides great meaning to practitioners due to its predictive power, particularly in marketing strategy formulation. Finally, further studies need to be conducted if these results are to be expanded into other Indonesian regional markets, especially the inland cities.