PENGARUH KUALITAS LAYANAN, HARGA DAN KEPERCAYAAN TERHADAP LOYALITAS MAHASISWA

Muhammad Alive Pratomo; Dewi Murtiningsih

Muhammad Alive Pratomo Universitas Budi Luhur
Dewi Murtiningsih Universitas Budi Luhur

Keywords: Service Quality, Price, Trust and Student Loyality.

Abstract

The purpose of this reaserch is to find out the influence of service quality on student loyality, the influence of service quality on trust, the influence of trust on student loyality, the role of service quality in mediating the influence of trust on student loyality, and the influence of price on student loyality. This research is an explanatory research. The population used in this research is the students of each faculty of Budi Luhur University Jakarta which are 1.805 students in total. Data is collected using questionnaire which reliability and validity are tasted. The sampling technique used is purposive sampling with total 110 respondents. Data is analyzed using SEM-AMOS. The results of this research are service quality influence student loyality, price influence student loyality, service quality mediates the influence of price on student loyality, trust influences student loyality and service quality mediates the influence of trust on student loyality.