The Effect of Brand Relationship Quality on Post Purchase Loyalty on Premium Online Learning and Tutoring

In 2018, Indonesia Digital Education and E-Learning Market Outlook issued a report entitled “Rising Trend of Blended to Drive The Future Growth”, the shown result was quite surprising because Indonesia was predicted to be the Top 5 Buyers of mobile learning products and services, competing with superpower countries such as China, the United States, together compete with developing countries such as Brazil and India. The total expenditure used to provide digital-based education in Indonesia has also increased in the last five years. The E-learning industry in Indonesia is highly developed. Start-up companies from within and outside the country produce online learning and tutoring with varied learning methods. One of the local online learning and tutoring provider that is having swift moves is Ruang Guru. However, competition between brands is enough to enter a reasonably intense phase. When a company invests in acquiring users, there will be a significant effort for customer retention, especially the usage of premium online learning and tutoring is set as a periodic subscription. This study analyzes the effect of brand relationship elements (satisfaction, commitment, and trust) on brand loyalty after purchasing. Using Partial Least Square as a data processing method. The study results show a significant positive effect of trust, satisfaction, and commitment to one element of brand loyalty, namely repurchase intention. In contrast, no significant positive effect between trust, satisfaction, and commitment with price tolerance will later be discussed in the discussion.