The Effect of Quality Service, Brand Image and Tuition Fees on Student Loyalty Mediated by Student Satisfaction at Instituto Profissional De Canossa, Dili, Timor Leste

Abstract

Higher education is a sector that has contribution in producing competent and dedicated graduates for the nation and state. Universities that are less qualified will gradually be threatened with their existence. Universities need to be heedful to situations and conditions and are expected to be able to see the needs and desires of students as service users. The purpose of this research is to test and explain; the effect of quality service on student satisfaction, the effect of brand image on student satisfaction, the effect of tuition fees on student satisfaction, the effect of quality service on student loyalty, the effect of tuition fees on student loyalty, the effect of brand image on student loyalty, the effect of student satisfaction on student loyalty, the effect of quality service on student loyalty is mediated by student satisfaction, the effect of brand image on student loyalty is mediated by student satisfaction, the effect of tuition fees on student loyalty is mediated by student satisfaction. This research is a relationship/correlational research. The population in this study composed of 359 students. The sampling procedure used non-probability sampling with a purposive sampling method with a total sample of 125 students. Data collection techniques were carried out through questionnaires, interviews and documentation. The data obtained was then analyzed using descriptive statistics and inferential statistics with Smart-PLS analysis. The results showed that; quality service has a positive and significant effect on student satisfaction, brand image has a positive and significant effect on student satisfaction, tuition fees have no effect on student satisfaction, quality service has no effect on student loyalty, brand image has no effect on student loyalty, tuition fees have no effect on loyalty students, student satisfaction has a positive and significant effect on student loyalty, service quality has an effect on loyalty through student satisfaction, brand image has a positive and significant effect on loyalty through student satisfaction, and tuition fees have no effect on loyalty through student satisfaction. It is expected that further researchers will conduct research by adding other variables not discussed in this study.