The Impact of Service Quality and Institutional Image on the Satisfaction and Loyalty of Master of Management Students

Abstract

This study aimed to determine the effect of service quality, image of the institution on the satisfaction and loyalty of master's degree in management at Universitas Muhammadiyah Jember.The study population was all graduate students in Management Universitas Muhammadiyah Jember, and 50 students of them were taken as samples.Validity and reliability tests are used to test questionnaires which were used as the research instruments.This study was analysed by using linear regression analysis of which influenced student satisfaction.The results of the study indicate that quality of service and institution's image to public affect student satisfaction.The quality of service and the institution's image affect student loyalty; in other words, student satisfaction does not affect student loyalty.

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