摘要：Abstrak Penelitian ini mengkaji faktor-faktor yang memengaruhi citra, kepuasan, dan loyalitas mahasiswa pada lembaga tinggi di Akademi XYZ. Teknik pengambilan contoh yang digunakan dalam penelitian ini adalah proportional stratified random sampling berdasarkan semester dan kelas. Contoh dalam penelitian ini adalah mahasiswa semester tiga dan semester lima dengan jumlah 300 orang. Pengumpulan data dilakukan dengan alat bantu kuesioner. Pengisian kuesioner dilakukan dengan teknik personally administered questionaire . Pengolahan dan analisis data dilakukan dengan menggunakan analisis deskriptif, Structural Equation Modeling (SEM), and Importance-Performance Analysis (IPA). Hasil penelitian menunjukkan bahwa citra memiliki pengaruh tertinggi terhadap loyalitas mahasiswa, dengan pengaruh dua kali lipat dibandingkan pengaruh kepuasan terhadap loyalitas. Pelayanan staf akademik hanya memiliki pengaruh terhadap kepuasan mahasiswa, fasilitas utama hanya berpengaruh terhadap citra akademi, dan pelayanan staf praktikum memengaruhi citra dan kepuasan mahasiswa. Hasil penelitian menegaskan bahwa yang dapat dilakukan perguruan tinggi yaitu meningkatkan kinerja dari pelayanan staf akademik dan staf praktikum untuk meningkatkan kepuasan mahasiswa dan meningkatkan kinerja fasilitas utama dan pelayanan staf praktikum untuk meningkatkan persepsi mahasiswa terhadap citra perguruan tinggi. Kata kunci: citra, IPA, kepuasan, loyalitas, perguruan tinggi, SEM Satisfaction, Image, and Loyalty of Higher Education Institution: A Case of the XYZ Academy Abstract The research examined factors influencing the image, satisfaction and loyalty to XYZ Academy and its relation between those aspects. The research used proportional random sampling to chose the samples; the proportion was selected based on semester and class. The samples were college students of XYZ Academy from thirde and fifth semester and the amounts were 300 college students. The data collection used personally administered questionnaire. Data analysis was conducted using descriptive analysis, Structural Equation Modeling (SEM), and Importance-Performance Analysis (IPA). The result showed that image of academy had the highest relation with student loyalty; influence of image on loyalty had twice effect compared to student satisfaction. Service quality of academic staff only had an influence on student satisfaction; variable representing the main facilities only had an influence on image of academy, while service quality of laboratory staff influenced both image of academy and student satisfaction. The result indicates that higher education institution can do some strategies that are improving the service performance of the academic and laboratory staff to increase student satisfaction and improving the performance of the main facilities and the services of laboratory staff to improve students' perceptions of the image of higher education institution. Keywords: higher education institution, image, IPA, loyalty, satisfaction, SEM
