The Influence of Service Quality, Price, and Campus Image on Loyalty Through Student Satisfaction as an Intervening Variable at STIE PEMUDA Surabaya

Abstract

Abstract. This study aims to analyze the effect of Service Quality (X1), Price (X2), Image (X3), on StudentLoyalty (Y), STIE PEMUDA Students with student satisfaction as an intervening variable. The population inthis study were all STIE PEMUDA students, the sampling technique used was stratified random sampling with119 respondents taking data through a Likert scale model questionnaire. This study uses the Path analysis testwith the help of the SPSS For Windows 16.0 computer program. The results of this study indicate that servicequality has a positive and significant effect on student satisfaction. Price has a positive and significant effect onstudent satisfaction. Campus Image has a positive and significant influence on student satisfaction. ServiceQuality has a positive and significant influence on student loyalty. Price has a positive and significant effect onloyalty. Campus Image has a positive and significant influence on loyalty. Student satisfaction has a negativeeffect on loyalty. Service Quality has a positive and significant influence on student loyalty through studentsatisfaction. Prices have a positive and significant effect on student loyalty through student satisfaction. Campusimage has a positive and significant influence on student loyalty through student satisfaction.Keywords: Service Quality; Price; Campus Image; Loyalty; and Student Satisfaction.