How Student Loyalty Bridges Service Quality, Satisfaction, And Brand Image: Insights From Private Higher Education In Indonesia

The study aims to verify the direct effect of service quality and student satisfaction on brand image, mediated by student loyalty. The research was conducted at the Akademi Manajemen Informatika dan Komputer Citra Buana Indonesia and Akademi Pariwisata Citra Buana Indonesia, using a quantitative survey method with a path analysis approach. The sample consisted of 155 respondents. Data collection techniques involved questionnaires, and data processing was divided into two stages: the outer and inner model, which were analyzed using SmartPLS. The results: (1) service quality has a positive and significant effect on brand image; (2) service quality has a positive and significant effect on student loyalty; (3) student loyalty has a positive and significant effect on brand image; (4) student satisfaction has a positive and significant effect on brand image; and (5) student satisfaction has a positive and significant effect on student loyalty.