出版社：Badan Penelitian dan Pengembangan Kementerian Pendidikan dan Kebudayaan
摘要：This study was multipurpose. Firstly is to describe students’ perception of learning service quality, university brand image, student satisfaction and loyalty to the institution. Secondly, this study aims to investigate the causal relationship of brand image and loyalty, and the pattern of relationship of service quality, brand image, student satisfaction and student loyalty. A survey was conducted in 2011, involving 108 graduates, who attended two occasions of the graduation day at Universitas Terbuka. The questionnaires were analyzed using descriptive statistics and path analysis to explain the interaction model among the variables. The findings indicated that in general students hold a positive perception regarding the learning service quality at the graduate study at UT, the brand image of the program, and have a high level of satisfaction of the overall learning experience. They also indicate loyalty to the institution; In addition, the findings show that brand image and student satisfaction have a direct impact on loyalty. Eventhough service quality does not directly impact student loyalty, but through brand image and student satisfaction, service quality influences student loyalty. Since institution sustainability to a certain level depends on student loyalty, education institutions will have to develop strategies to strengthen alumni and student’s loyalty.
其他摘要：Penelitian ini bertujuan untuk: 1) mengetahui persepsi lulusan tentang kualitas layanan pembelajaran, brand image (citra) penyelenggara layanan, kepuasan, dan loyalitas lulusan; dan 2) menjelaskan hubungan kausalitas antara kualitas pelayanan, brand image
关键词：brand image; student satisfaction; service quality; loyalty; and path analysis
其他关键词：kualitas layanan; citra universitas; kepuasan lulusan; loyalitas; dan analisis jalur
