PENGARUH KUALITAS LAYANAN (SERVICE QUALITY) TERHADAP LOYALITAS MELALUI KEPUASAN PADA MAHASISWA UNIVERSITAS NU SURABAYA

Rusdyana Intan Verriana, Mohamad Yusak Anshori

Abstract


The aim of this research to examine are there impact of service quality to loyalty with
satisfaction as intervening variable to students in Nahdlatul Ulama University of Surabaya. Population
in this research are students in Nahdlatul Ulama University of Surabaya total of the sample are
368
from 4.536 students. This research are quantitative method with spread 368 questionnaires.
The
technique analyze of this research
use SEM – PLS (partial
least square)
software.
Free
variable
of
this research is service quality (X), intervening variable is satisfaction (Z) and bunch variable is
student’s
loyalty (Y). The result of this research shown that service quality (X) have positive impact
and
significant to students loyalty (Y) have positive impact and significant with path coefficient 0,67
with
p – value < 0,001 (significant on 1%). While service quality (X) have positive impact and
significant
to students loyalty through satisfaction variable (Z) shown positive impact and significant
with path coefficient 0,47 with p - value < 0,001 ( significant on 1%).
Keywords: service quality, satisfaction, and loyalty

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