Building Student Loyalty through Satisfaction: The Influence of Word of Mouth and Service Quality
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Abstract
This study aims to determine the effect of word of mouth and service quality on student loyalty through satisfaction. The population in this study were 300 active students of STIE Indonesia Jakarta from the 2019 to 2024 cohorts. Data was collected by distributing questionnaires via Google Forms through the WhatsApp application, and SmartPLS was used for analysis. The results show that word of mouth has a direct effect on student satisfaction, a direct effect on student loyalty, and an indirect effect on student loyalty through satisfaction. Service quality has a direct effect on student satisfaction, a direct effect on student loyalty, and an indirect effect on student loyalty through satisfaction. Satisfaction has a direct effect on student loyalty.
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