Abstract

This study aims to analyze the brand trust and reputation of private universities from the influencing aspects of Management Information System (SIM), service quality (SERVAQUAL), customer response, Customer Relationship Management (CRM), customer value and customer satisfaction toward 360 students Management courses from 4 private universities in Riau Islands province that have used the information system as a service to students by using analytical methods that can provide a simultaneous analysis process associated with multi-variance research. The results of the research showed that SIM and SERVQUAL significantly influence consumer’s response, CRM, customer value and customer satisfaction, but did not affect brand trust and University reputation.

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