STRUCTURAL EQUATION MODELING ANALYSIS STUDENT SATISFACTION AND LOYALTY

This study aims to analyze and test the structural equation model of student satisfaction and loyalty as well as analyze and examine the influence of factors that influence student satisfaction and loyalty. The variables in this study are the image of the university, lecturer competence and service quality, student satisfaction and loyalty. This study also examines and analyzes the direct and indirect effects of the dependent variable on the independent variable of student satisfaction and loyalty as a mediating variable. The sample in this study were USNI students. The number of respondents who participated in this study were 370 respondents. Based on data analysis, the confirmatory factor that the value of the university image indicator, lecturer competence and service quality is greater than 0.5 is valid to reflect the latent variable. The results of the overall model fit test using the X2 (chi-square) test obtained a value of 2133.54, p-value of 0.000 and RMSEA = 0.076. Based on the model suitability test, testing the research hypothesis through the structural model, the results showed that the image of the university, lecturer competence and service quality had an effect of 89% on student satisfaction. In the second model, higher education institutions, lecturer competence, service quality and satisfaction have an influence of 82% on student loyalty.