Creating Students’ Loyalty in the Aviation Campus

Abstract

Background: Education is like a basic need that must be met. Because by having a qualified education, people will have provisions in competition in the world of work. consumers will also be very careful in choosing a tertiary higher education so that later the time and costs spent are comparable to what they get from the college's service products. He can usually find out about this from what is promoted by the College in marketing the service products it sells through the higher education. Student loyalty can also be created if students are willing to convey positive word of mouth (WOM) from time to time. Objective: The purpose of this study was to determine the effect of higher education image on students’ loyalty through word of mouth at Aviation Campus. Method: The type of research used in this study is hypothesis testing. The instrument used in this study was a questionnaire. After distributing the relevant questionnaires among 100 students, all usable questionnaires are returned. Then the data collections are analyzed by using Structural Equation Modeling (SEM). Result: Research findings show that higher education image has a positive significant effect on word of mouth and students’ loyalty. Then, word of mouth has a positive significant effect on loyalty. Conclusions: The research has given description well that higher education image and word of mouth variables still give positive contribution toward student’s loyalty in Aviation Campus.