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Penelitian ini bertujuan untuk menentukan faktor-faktor kualitas pelayanan akademik dan menganalisis hubungan kausalitas kualitas pelayanan akademik terhadap kepuasan mahasiswa dan loyalitas mahasiswa di STP Nusa Dua Bali. Penelitian ini merupakan penelitian explanatory dengan populasi adalah mahasiswa STP Nusa Dua Bali semester ganjil, tahun akademik 2011/2012. Data dikumpulkan dengan menggunakan seperangkat kuesioner yang diuji reliabilitas dan validitas untuk 30 responden. Sampel penelitian menggunakan purposive sampling dengan total 200 responden. Data dianalisis dengan Struktur Equation Model (SEM) yang terdiri dari measurement model dan structural model dari program AMOS versi 19. Hasil yang diperoleh dari analisis faktor konfirmatori model pengukuran memberikan hasil koefisien lambda pada bukti fisik (0915), keandalan (0.864), daya tanggap (0,915), dan empati (0.910). Ini berarti bahwa faktor bukti fisik, keandalan, daya tanggap, empati memiliki efek yang kuat, tapi faktor jaminan (0,494) memberikan efek yang lemah pada kualitas pelayanan akademik untuk mahasiswa di STP Nusa Dua Bali. Analisis structural model dengan menggunakan teknik multiple regression analysis, memberikan hasil bahwa kualitas layanan akademik berpengaruh positif dan signifikan terhadap kepuasan mahasiswa yaitu 89,5%. Kepuasan mahasiswa berpengaruh positif tapi lemah terhadap loyalitas siswa yaitu 67,9%. Pengaruh langsung kualitas pelayanan akademik terhadap loyalitas mahasiswa tidak signifikan (08,7%). Kesimpulan dari penelitian ini adalah kualitas pelayanan akademik dapat dijelaskan oleh faktor bukti fisik, keandalan, daya tanggap, empati yang memberikan efek kuat dan jaminan memberikan efek lemah. Kualitas pelayanan akademik berpengaruh signifikan terhadap loyalitas mahasiswa melalui kepuasan mahasiswa, sedangkan kualitas pelayanan akademik secara langsung berpengaruh tidak signifikan terhadap loyalitas mahasiswa pada STP Nusa Dua Bali. Kata Kunci : Kualitas Pelayanan Akademik, Kepuasan, Loyalitas This study aims to determining the factors of academic service quality and analyzing causality of academic services quality to students satisfaction and students loyalty at STP Nusa Dua Bali. This research is explanatory with the population was student STP Nusa Dua Bali odd semester, academic year 2011/2012. The data were collected by using a set of questionnaires which were tested reliability and validity for the 30 respondents. The research sample was obtained throught purposive sampling which the total was 200 respondents. Data were analyzed with Structure Equation Model (SEM) which consists of the measurement model and structural model of the AMOS program version 19. The results obtained by the confirmatory factor analysis a measurement model give results lambda coefficient of tangibles (0,915), reliability (0.864), responsiveness (0,915), and empathy (0.910). This means that the factor of tangibles, reliability, responsiveness, empathy has a strong effect, but the assurance factor (0,494) give a weak effect on academic service quality for students at STP Nusa Dua Bali. Analysis of the structural model by using multiple regression analysis technique, provide result that academic service quality has positive and significant effect on student satisfaction is 89,5 %. Students satisfaction has positive but weak influence on students loyalty is 67,9%. Direct influence on the academic service quality to students loyalty was not significant (08,7 %). Conclusion of the study is the academic services quality can be explained by factors of tangibles, reliability, responsiveness, empathy gives a strong effect and assurance provides a weak effect. Academic services quality significantly influence to student loyalty through student satisfaction, while the academic services quality directly affect to student loyalty is not significant at STP Nusa Dua Bali. keyword : Academic Services quality, Satisfaction, Loyalty
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