Kualitas Layanan, Brand Image, dan Persepsi Harga terhadap Loyalitas Mahasiswa melalui Kepuasan

Abstract

Competition among private universities requires educational institutions to maintain student loyalty by creating superior educational value. This study aims to analyze the effects of Service Quality, Brand Image, and Price Perception on Student Loyalty, with Student Satisfaction as a mediating variable at Budi Luhur University. This study employs a quantitative approach with an explanatory and cross-sectional design using a survey method. The population consists of approximately 9,996 active students, with a sample of 200 respondents selected through simple random sampling. Primary data were collected using a five-point Likert-scale questionnaire. Descriptive analysis was conducted using SPSS 24, while model evaluation and direct and indirect effects were examined using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The results show that Service Quality, Brand Image, and Price Perception have positive and significant effects on Student Satisfaction and Student Loyalty. In contrast, Student Satisfaction has no significant effect on Student Loyalty. The indirect effects of the three variables on Student Loyalty through Student Satisfaction are also insignificant, indicating that Student Satisfaction does not mediate these relationships. The model explains 90.0% of the variation in Student Satisfaction and 3.6% of the variation in Student Loyalty. The findings indicate that loyalty is more strongly associated with the direct effects of service quality, institutional image, and educational cost suitability.