MODEL PENINGKATAN CITRA INSTITUSI TERHADAP LOYALITAS MAHASISWA MELALUI KEPUASAN SEBAGAI VARIABEL INTERVENING

Abstract

This study aims to determine and analyze the model of institutional image enhancement of student loyalty
through student satisfaction as intervening variable at Muhammadiyah University of Ponorogo. Of the
400 respondents who used as a sample of only 131 studies that conducted the questionnaire so that the
data analyzed in this study as many as 131 questionnaires. The data analysis technique used is
quantitative descriptive analysis using Smart PLS 3.0 program. The statistical test results from three
hypotheses are: 1) there is evidence that the increasing the image of the institution will increase the
loyalty of students at Muhammadiyah University of Ponorogo, 2) There is evidence that the increasing
image of the Institution to eat will increasingly increase student satisfaction at the University
Muhammadiyah Ponorogo, 3) there is evidence that with increasing image of institution it will increase
student loyalty by mediation by student satisfaction, this can be seen from increasing of student loyalty
equal to 36% if compared with direct influence only 16%, although the result of this research is still
moderate level so that needed for further research.