Building Student Satisfaction and Loyalty Based on Service Quality and Institutional Image

International Journal of Economics and Management Studies

© 2020 by SSRG - IJEMS Journal

Volume 7 Issue 9

Year of Publication : 2020

Authors : Nurul Qomariah, Anie Budiastuti, Abadi Sanosra, Arik Susbiani, Eko Budisatoto

10.14445/23939125/IJEMS-V7I9P103

How to Cite?

Nurul Qomariah, Anie Budiastuti, Abadi Sanosra, Arik Susbiani, Eko Budisatoto, "Building Student Satisfaction and Loyalty Based on Service Quality and Institutional Image," SSRG International Journal of Economics and Management Studies, vol. 7,  no. 9, pp. 23-31, 2020. Crossref, https://doi.org/10.14445/23939125/IJEMS-V7I9P103

Abstract:

Loyalty is very important for the sustainability of a business. High customer loyalty is a separate point for a business, including higher education services, which is student loyalty. Students who have high loyalty will inform and recommend to other parties the services they have received. This study aimed to determine and analyze the impact of service quality, institutional image, and student satisfaction on student loyalty at the Faculty of Economics and Business IAIN Jember. The population in this study were all students of FEBI IAIN Jember, totalling 3,055 students. The research sample of 354 students was obtained by the Slovin formula. Data validity and reliability tests are used to measure the validity and reliability of the measuring instruments used. Data analysis techniques using the Structural Equation Model (SEM) using WarpPLS 5.0. The results of data analysis showed that service quality variables significantly influence student satisfaction. The image of the institution has a significant effect on student satisfaction. Service quality has a significant effect on student loyalty. The image of the institution has a significant effect on student loyalty. Student satisfaction has a significant effect on student loyalty.

Keywords:

Service quality, institutional image, student satisfaction, student loyalty.

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