Title:
THE ROLE OF PERCEIVED UTILITARIAN VALUE AND STUDENT SATISFACTION IN MEDIATING THE EFFECT OF SERVICE QUALITY AND IMAGE TOWARDS LOYALTY AT UNIVERSITIESIN BANDA ACEH

Authors:
*Nova Maulida, Jasman J Makruf and Syafruddin Chan ,Indonesia

Abstract:
This study intends to examine the Role of Perceived Utilitarian Value and Student Satisfaction in Mediating the Influence of Service Quality (Servqual) and University Image on Loyalty at Universities in Banda Aceh city, Indonesia. This research was conducted on students of the Muhammadiyah University, SerambiMekkah University, and the Getsempena National Education and Teaching College, with a population of 1916 people. The sampling technique used is the Probability Sampling Technique. While the sampling method used was stratified random sampling to obtain a sample of 170 students. Data were analyzed using Structural Equation Modeling (SEM) with the help of Amos software. The results of the research found that all hypotheses proven in this research were accepted. This means that student loyalty in private university institutions in Aceh does have a determinant variable Servqual, University Image, Perceived Utilitarian Value, Customer Satisfaction, both of which affect loyalty directly or indirectly. The novelty of the research lies in the research model that results from the integration of previous causality theories and on new objects. Further researchers are expected to contribute by adding other variables such as student competence and religiosity