ANALYSIS OF E-CRM, SERVICE QUALITY AND BRAND TRUST RELATIONSHIP WITH STUDENT SATISFACTION

Purpose of the study: The purpose of this research is to find out the relationship between e-CRM and student satisfaction, to find out the relationship between service quality and student satisfaction, to find out the relationship between brand trust and student satisfaction. Methodology: The questionnaire is used as a data-gathering technique with a total sample of 88 respondents, and it is using a purposive sampling technique. The collected data are then analyzed using Microsoft Excel and SPSS 19. Main Findings: The research result shows that e-CRM is positive and has no relationship with student satisfaction, service quality is negative and has a relationship with student satisfaction, and brand trust is negative and has no relationship with student satisfaction. Applications of this study: This study can be used for the management of the Economy and Business Faculty of Budi Luhur University Jakarta as an evaluation guideline. Novelty/Originality of this study: E-CRM and brand trust variables are negative and have no relationship with student satisfaction. Some recommendations for future research are also made.