Antecedents of Student Loyalty Within Universities in North Sumatra Province, Indonesia

Abstract

The purpose of this study was to analyze the antecedents of student loyalty which included Servicescape University, relationship quality, university image, and student satisfaction. The research was conducted in three universities with Islamic atmosphere under Al Washliyah Foundation in Medan, North Sumatra Province, Indonesia. Data analysis in this study includes descriptive analysis and Structural Equation Modeling (SEM). The results showed that: (1) Servicescape university influences university image, student satisfaction, but does not influence student loyalty; (2) Servicescape university through university image influences student loyalty, (3) Servicescape university through student satisfaction influences student loyalty, (4) Relationship quality influences university image, satisfaction Students, but does not influence student loyalty, (5) Relationship quality through university image influences student loyalty, (6) Relationship quality through student satisfaction influences student loyalty, (7) University image influences student loyalty, and (8). Student satisfaction influences student royalty. The findings of this study suggest that the antecedent of student loyalty in universities with Islamic atmosphere which was examined in this research includes four factors: Servicescape university, quality relationship, university image, and students’ satisfaction.