Analisis Perspesi Kualitas Pengajaran Terhadap Loyalitas Mahasiswa: Suatu Studi Pada STIE Indonesia Banking School

In getting advantage in stiff competition, it is very important to build student loyalty for the education entities because it can give benefit in the long term. The benefit gained from the loyalty of the student is not only appear during their study term but also further until they graduate and leave the university. Moreover, the quality improvement is also a key factor that influence study loyalty. Therefor, this research generally intended to examine the effect of perceived quality of teaching toward student loyalty on STIE Indonesia Banking School. This research is based on research model which was developed by Henning Thurau, Langer and Hansen (2001) which investigated the impact of relationship of quality variables (perceived quality of teaching, cognitive commitment, affective commitment, goal commitment and trust) toward student loyalty at several university in Germany. The main focus of this research is only on the first order variables of Hennig-Thurau et al. (2001) model. The second order variables within this model which are build effective commitment in the university are not included in this research. The respondent of this research are the student of the class of 2007 and onward, and still enrolled. Furthermore, the data collections is analyzed by structural equation model (SEM). The result of this analysis showed that perceived quality of teaching does not have a direct effect on student loyalty. On the other hand, perceived quality of teaching have an impacts to the student loyalty through affective, commitment and goal commitment. Moreover, trust and cognitive commitment does not have an impacts to student loyalty either