摘要：AbstrakPenelitian ini mengkaji faktor-faktor yang memengaruhi citra, kepuasan, dan loyalitas mahasiswa padalembaga tinggi di Akademi XYZ. Teknik pengambilan contoh yang digunakan dalam penelitian ini adalahproportional stratified random sampling berdasarkan semester dan kelas. Contoh dalam penelitian ini adalahmahasiswa semester tiga dan semester lima dengan jumlah 300 orang. Pengumpulan data dilakukan dengan alatbantu kuesioner. Pengisian kuesioner dilakukan dengan teknik personally administered questionaire. Pengolahandan analisis data dilakukan dengan menggunakan analisis deskriptif, Structural Equation Modeling (SEM), andImportance-Performance Analysis (IPA). Hasil penelitian menunjukkan bahwa citra memiliki pengaruh tertinggiterhadap loyalitas mahasiswa, dengan pengaruh dua kali lipat dibandingkan pengaruh kepuasan terhadaployalitas. Pelayanan staf akademik hanya memiliki pengaruh terhadap kepuasan mahasiswa, fasilitas utamahanya berpengaruh terhadap citra akademi, dan pelayanan staf praktikum memengaruhi citra dan kepuasanmahasiswa. Hasil penelitian menegaskan bahwa yang dapat dilakukan perguruan tinggi yaitu meningkatkankinerja dari pelayanan staf akademik dan staf praktikum untuk meningkatkan kepuasan mahasiswa danmeningkatkan kinerja fasilitas utama dan pelayanan staf praktikum untuk meningkatkan persepsi mahasiswaterhadap citra perguruan tinggi.Kata kunci: citra, IPA, kepuasan, loyalitas, perguruan tinggi, SEMSatisfaction, Image, and Loyalty of Higher Education Institution: A Case of theXYZ AcademyAbstractThe research examined factors influencing the image, satisfaction and loyalty to XYZ Academy and itsrelation between those aspects. The research used proportional random sampling to chose the samples; theproportion was selected based on semester and class. The samples were college students of XYZ Academy fromthirde and fifth semester and the amounts were 300 college students. The data collection used personallyadministered questionnaire. Data analysis was conducted using descriptive analysis, Structural EquationModeling (SEM), and Importance-Performance Analysis (IPA). The result showed that image of academy had thehighest relation with student loyalty; influence of image on loyalty had twice effect compared to studentsatisfaction. Service quality of academic staff only had an influence on student satisfaction; variable representingthe main facilities only had an influence on image of academy, while service quality of laboratory staff influencedboth image of academy and student satisfaction. The result indicates that higher education institution can dosome strategies that are improving the service performance of the academic and laboratory staff to increasestudent satisfaction and improving the performance of the main facilities and the services of laboratory staff toimprove students' perceptions of the image of higher education institution.Keywords: higher education institution, image, IPA, loyalty, satisfaction, SEM
