Elista Elista, Nur Safika Mayasari


Higher education institutions face various challenges in achieving growth amidst competitive competition, so it is necessary to evaluate the measurement of image, reputation, student satisfaction, and loyalty. These factors are important for universities to achieve long-term goals by increasing student satisfaction and loyalty. This research aims to analyze the influence of university image, university reputation, and student satisfaction on student loyalty. This research method is descriptive causality with a quantitative method approach using purposive sampling techniques and has 348 respondents as students at Esa Unggul University. Data analysis uses the Structural Equation Model Partial Least Square (SEM-PLS) method. The research results show that university image and reputation have an impact on increasing student satisfaction. Then, university image, student satisfaction, and university reputation can increase student loyalty. Furthermore, university image and reputation have a significant effect on student loyalty through student satisfaction. Thus, the findings of this research can be used as an evaluation of Esa Unggul University students' assessments in an effort to obtain student satisfaction and student loyalty from the university image, university reputation, and student satisfaction factors.


Keywords: Higher Education, Student Loyalty, Student Satisfaction, University Image, University Reputation.

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