Mediating Effect of Student Satisfaction on Student Loyalty - The 3rd IBEA International Conference on Business, Economics and Accounting 15-17 April 2015, Ho Chi Minh City, Vietnam

Mediating Effect of Student Satisfaction on Student Loyalty - The 3rd IBEA International Conference on Business, Economics and Accounting 15-17 April 2015, Ho Chi Minh City, Vietnam

   Juli 16, 2017       Unknown

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Herry Mulyono

herrymulyono@stikom-db.ac.id

Program Magister Sistem Informasi

STIKOM DinamikaBangsaJambi, Indonesia

Abstract

The existence ofverylargemarket potentialofstudentswhointendto continue their studiesintohigher education, make private universities grow and multiply rapidly so that they are forced to compete with each other in order to obtain a number of students and to preserve them until the graduation, continue their study to the higher level and to distribute positive information by word of mouth amongst the community as a form of persuasion to others.The purpose of this study is to examine the mediating effect of student satisfaction on student loyalty. The source of the data is secondary data taken from The Ministry of National Education (Kemdiknas), Kopertis region III and the primary data is taken from survey’s of Private University students in Jakarta, with number of samples = 500, analyzed by using Structural Equation Modeling ( SEM) PLS 2.0.The findings of this research are: four hypothesis take positive effect and significant. Student loyalty is influenced by Image mediated by student satisfaction ( partial mediating), Student loyalty is influenced by servicescapemediated by student satisfaction ( full mediating).

Keywords : Image, Servicescape, Student Satisfaction, Students Loyalty, Private Higher Education.