摘要：This study entitled Effect of Service Quality and Student Satisfaction Loyalty To The Open University Image As Intervening Variables. The purpose of this study is to analyze the impact of service quality on the image of the Open University, to analyze the influence of student satisfaction on the image of the Open University, to analyze the impact of service quality on loyalty student, to analyze the influence of student satisfaction and student loyalty to analyze the influence of the image of the Open University of loyalty students. Research conducted on the Open University students. A type of research used in this study is a survey method, a method that aims to collect data with the questionnaire. The analytical method used is structural equation modeling (SEM) program AMOS 4. The results of this study are: Quality of care has a significant influence on the image of UT; student satisfaction has a significant influence on the image of UT; influences of service quality on loyalty; student satisfaction has a significant influence on student loyalty; Image has a significant influence on loyalty; service quality has no significant effect on loyalty through imagery. Implications of this study are improving the image of UT through the quality of care by improving aspects of tangibles, empathy, reliability, responsiveness and assurance. UT image can also be improved by increasing student satisfaction during the learning takes place. Student loyalty can be increased by improving service quality, satisfaction and image.
关键词：Kualitas layanan; kepuasan; citra dan loyalitas.
