Impact of Service Quality, University Image and Students Satisfaction Towards Student Loyalty: Evidence From Indonesian Private Universities

The purpose of this study was to analyze the effect of service quality, university image, student satisfaction on student loyalty, to analyze the effect of student satisfaction on student loyalty in private universities in Indonesia. The research was conducted on 100 private university students. The type of research used in this study is a quantitative method, namely a method that aims to collect data with a questionnaire. The method of analysis used is the structural equation modeling (SEM) SmartPLS program. The results of this study concluded that service quality has a significant effect on student loyalty; Student satisfaction has a significant effect on student loyalty; Student satisfaction has a significant effect on student loyalty. The implication that can be given from this research is to increase student loyalty by improving the quality of service by improving aspects of tangibles, empathy, reliability, responsiveness and assurance. Student loyalty can also be increased by increasing student satisfaction during learning. Student loyalty can be increased by improving service quality, satisfaction and image.