Mawarto
Lecture of STIE Dharma Bumiputera, Jakarta, Indonesia
mawarto@yahoo.com
Abstract :
The objective of this research is to study the effect of higher education image, service quality, educational price and trust on student’s loyalty at School of Economic Institution in Jakarta Province. This research used the quantitative approach with survey method. The samples of this research were 194 students selected randomly. The data were obtained by distributing questionnaire with coefficient realibility: 0.672 for loyalty, 0.862 for image, 0.930 for service quality, 0.893 for educational price, and 0.885 for trust. The data were analyzed using descriptive statistics and path analysis in inferential statistics. The results of the research can be concluded that: higher education image, service quality, educational price and trust had a direct effect on student’s loyalty; higher education image, service quality and educational price had a direct effect on student’s trust. Therefore to improve student’s loyalty, higher education image, and service quality, educational price and trust should be improved.
Keywords: image, service quality, price, trust, and loyalty.
