SATISFACTION AND LOYALTY IMPROVEMENT MODEL ON THE QUALITY OF HIGHER EDUCATION SERVICES
Abstract: This study analyzes
the influences of students’ perceptions about the quality of higher education
services to satisfaction; high quality of education services to the loyalty;
and student satisfaction to the loyalty on private universities (PTS) in
Makassar. The population used in this study was all students of economics
faculty that have been studied over four semesters at big four PTS in Makassar.
The sampling method used in this study was simple random sampling. The number
of samples is 114 people. Both Descriptive Statistics and Structural Equation
Modelling (SEM) were used as method of analysis. The data processed by using
IBM SPSS and AMOS 20. The result shows that the quality of higher education
services significantly influence student satisfaction, the quality of higher
education services significantly influence student loyalty, and student
satisfaction significantly influences student loyalty. Loyalty is more
determined by student satisfaction rather than the quality of higher education
services.
Author: Musra Munizu,
Nurdjanah Hamid
Journal Code: jpmanajemengg150033
