PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS YANG DIMEDIASI KEPUASAN MAHASISWA

Authors

  • Subandi Subandi Akademi Manajemen Administrasi Yogyakarta image/svg+xml Author
  • Nerys Lourensius L. Tarigan STIE IEU YOGYAKARTA Author

Abstract

Abstract

This study aims to analyze the effect of service quality on satisfaction, the effect of satisfaction on loyalty, and analyze the mediation of student satisfaction on the effect of service quality on student loyalty. This research is a quantitative research. The data collection method used a questionnaire given to 100 students of STIE Isti Ekatana Upaweda Yogyakarta as a sample with purposive sampling technique. Measurement of variables using a Likert Scale. Data analysis using Structural Equation Modeling (SEM) with the help of the SmartPLS 3.0 program The results of the analysis show that service quality has an effect on student satisfaction. Student satisfaction has an effect on student loyalty. Service quality affects student loyalty which is mediated by student satisfaction.

 

Keywords: service quality, student satisfaction, student loyalty.

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Published

2022-02-28

Issue

Vol. 19 No. 1 (2022)

Section

Articles

How to Cite

PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS YANG DIMEDIASI KEPUASAN MAHASISWA. (2022). Jurnal Optimal, 19(1), 40-53. https://jurnal.stieieu.ac.id/index.php/opt/article/view/135

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