INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY RESEARCH AND ANALYSIS ISSN(print): 2643-9840, ISSN(online): 2643-9875 Volume 05 Issue 02 February 2022 DOI: 10.47191/ijmra/v5-i2-19, Impact Factor: 6.072 Page No. 366-371 IJMRA, Volume 5 Issue 02 February 2022 www.ijmra.in Page 366 Is The Satisfaction Moderate the Influence of Brand Image and Brand Trust Toward Loyalty of Student? Totok Haryanto 1 , Imam Faisal Hamzah 2 , Herdian 3 1,2,3 University of Muhammadiyah Purwokerto, Indonesia ABSTRACT: This study aims to analyze and determine the effect of brand image and college brand trust towards student loyalty and student satisfaction as intervening variables. The number of respondents in this study is 360 students who will be taken as a sample. Then the analytical test used is the Smart PLS 3.0 software. The results of this study shows that the brand image and brand trust have the significance effect on loyalty. However, the brand image has no influence on the student satisfaction, and the following result also shows that the loyalty has not affected by satisfaction of student. Brand image and brand trust has no effect on loyalty through the satisfaction of student. KEYWORDS- brand image, brand trust, loyalty, satisfaction I. INTRODUCTION The existence of universities, in addition to quality and quantity in meeting adequate facilities for the entire academic community, also needs to pay attention to branding strategies. Students who become "customers" of higher education still have to get attention from all elements. However, students who are satisfied with the services and facilities they receive will have a positive impact on the university. In the process of acquiring new students during the enrollment period and retaining students who are already studying, universities must develop a competitive advantage that focuses on the quality of their services (Helgesen & Nesset, 2007). Competition between universities is growing along with the digital era that has entered every aspect of education. According to Ramadhan (2020), that every university, both public and private, strives to improve its excellence. These advantages are expected to provide different values from other universities (Haryono & Octavia 2020). Meanwhile, according to Mujahidin, et al., (2018), alumni recommendations can also increase the number of students. The patterns and strategies of each of these universities, of course, are to maintain the reputation of the university in the aspect of the assessment of the accreditation agency, or more importantly, the community's assessment. It is this public perception that must be built, including the perception of students who have become part of the university. Their existence will determine the survival of the university. Thus, student satisfaction must be a priority, so that they continue to study at the university until graduation. According to Ambartiasari, et al. (2018), student loyalty will be strongly influenced by student satisfaction who expects what students want. Students' expectations for these universities must be considered and accommodated. Students as the main stakeholders of higher education should be able to get what they want (Amin, 2017). Student loyalty creates a brand image for colleges during and after their campus life, therefore student loyalty refers to loyalty both during and after the student's study period in college (Hennig-Thurau, et al., 2001). The challenges of higher education in an effort to maintain a brand image in order to maintain a positive perception in society are increasingly complex. So that universities must remain consistent and continue to improve in providing the best service to students. Students can also be said to be "brand ambassadors" of universities, meaning that whatever their opinions are, they will shape perceptions in society. Having students who want to recommend the college they choose is not an easy problem (Hafifi, 2018). Thus, higher education management must continue to improve to maintain the level of student satisfaction during studies. If student satisfaction is getting better, student loyalty will also be maintained. Because student loyalty is very important for the sustainability and management of higher education (Lewa, 2020). It is possible that the student will provide recommendations to others to enter college. Based on the research results of Nafil & Nasib (2019), it is stated that many universities have involved students in marketing efforts to increase public interest in higher education. In other words, that the existence of student loyalty will also have an impact on the promotion costs of a university which can be minimized (Fadli, et al., 2020).