International Journal of Humanities and Social Science

ISSN 2220-8488 (Print), 2221-0989 (Online) 10.30845/ijhss

The Effect of Quality Service and Corporate Image on Students’ Loyalty : A Case Study of a Business College in Jakarta
Anita Maulina, MA; Baby Poernomo, MA

This study was conducted to determine the influence of service quality, the corporate image partially and simultaneously towards students’ loyalty. This study uses the correlational method approach to see how big the effect of independent variables towards the dependent variable. This study took the sampling as many as 89 respondents using Slovin Formula and the study population as many as 772 students of regular classes. Each respondent was given a total of 39 closed ended questions with five alternative answers using a Likert Scale. There is a positive and significant effect of service quality and corporate image partially or simoultaneously on the students loyalty in a college. Somewhat positive and significant has a meaning that there has been established a causality relational mechanism among the service quality, the corporate image and students’ loyalty variables. The causality relations means that if the service quality and the corporate image jointly enhanced or increased then it can be simultaneously followed by the increase in the student’s loyalty. The statistical measurement showed that the equal regression of the service quality has a greater influence than the influence of the corporate image towards students’ loyalty.

Full Text: PDF