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ABSTRACT:

Love for higher education institutions is a crucial aspect in strengthening the sustainability and existence of higher education institutions in the future. This research aims to examine the influence of e-service quality on e-satisfaction and brand love in the context of higher education. The novelty of this study lies in the development of a conceptual model that links e-service quality, e-satisfaction, and brand love, specifically adapted for the context of higher education services. The study population consists of students in Yogyakarta, with a sample of 500 respondents selected using the purposive sampling method. Data collection was conducted through a closed-ended questionnaire distributed online. The data obtained were analyzed using the WarpPLS approach. The research findings indicate that e-service quality significantly influences e-satisfaction. However, the direct effect of e-service quality on brand love is not significant. On the other hand, e-satisfaction has a significant influence on brand love. Additionally, the study finds that e-service quality indirectly affects brand love through the mediation of e-satisfaction. These findings provide theoretical and practical implications for higher education managers, particularly in improving the quality of electronic services to foster a stronger emotional connection between students and institutions. This contributes to the development of more effective service strategies to cultivate students’ loyalty and affection toward higher education institutions.

KEYWORDS:

e-service quality, satisfaction, brand love, student

JEL Classification:

M30, M31

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