The Influence of Service Quality and Corporate Image on Student Loyalty: A Case Study in A School of Business and Management in Jakarta

Abstract

This study was conducted to determine the Service Quality, Corporate Image and Student Loyalty in postgraduate of a Business School and Management as well as the influence of Service Quality and Corporate Image simultaneously and partially on Student Loyalty in a Business School and Management. This study uses the quantitative method approach to see how big the effect of independent variables to the dependent variable. Sampling studies as many as 54 respondents using Sanvord Labovitz formula of the study population as many as 535 students of regular classes. Each respondent was given a total of 42 closed ended questions with five alternative answers using a Likert scale. The results showed that there is a positive and significant effect of Service Quality and Corporate Image partially or simultaneously to the Students Loyalty. Findings of this research help improve the quality of service of the institution not only about the infrastructure but also quality of the lecturers, the computer laboratory, the library, the service training to the existing administrative personnel, especially for employees who are in direct contact with the students, and the curriculum which should follow the development of science and the willingness of the labor market.