Pengaruh Persepsi Kualitas Layanan terhadap Kepercayaan dan Kepuasan serta Dampaknya pada Loyalitas Mahasiswa di Perguruan Tinggi XYZ

Abstract

This study aims to analyze the effect of perceived service quality on trust and satisfaction and their impact on student loyalty at XYZ college. The research was conducted by quantitative research method with survey method on sample of XYZ college’s student s, and the data collection is closed questionnaire. Samples were taken by convenience sampling in which 327 samples were chosen based on study program and semester. The results obtained from this research are the perceived service quality affect 0.80 to trust and 0.87 to satisfaction, but the perceived service quality negatively affect -0.39 to student loyalty. The trust affect 0.39 to student loyalty and the satisfaction affect 0.97 to student loyalty. These findings are expected to contribute and can be implemented in XYZ college in the future.