KUALITAS PELAYANAN DAN CITRA PERGURUAN TINGGI SERTA DAMPAKNYA PADA KEPUASAN DAN LOYALITAS MAHASISWA

This study aims to analyze the effect of service quality and university image on satisfaction and loyalty. The research is expected to contribute to efforts to increase student satisfaction and loyalty through the variables of service quality and university image. The object of this research is students in vocational colleges in Surakarta. This study used a sample of 237 respondents, with data collection techniques using questionnaires, and data analysis techniques with SEM and AMOS. The findings of this study indicate that service quality has a significant effect on satisfaction and loyalty, while the image of the university has no significant effect on satisfaction and loyalty, and satisfaction has a significant effect on loyalty