Creating Students Loyalty Model in Private Higher Education

DOI

10.2991/gcbme-16.2016.64How to use a DOI?

Keywords

Student Loyalty, Trust, Higher-Education Image, Student Satisfaction

Abstract

Choosing a college is not as easy as choosing a product because the decision must consider the value of the future. However, there are some similarities in selecting universities, especially private universities. The purposes of this study to observe the factors that create student loyalty models and the loyalty of students at private colleges, so that the marketing managers of private universities are able to improve and maintain the students' effectiveness. The research is conducted on 5 private roommate colleges are selected randomly from the 27 private universities in Bandung, Indonesia. There are 250 respondents. The sampling technique is conducted by quota sampling on each of the private universities. The Data are analyzed by using structural equation modeling (SEM) and a data processing using AMOS program. Descriptively, the confidence of students in PHE relatively high, while loyalty, satisfaction and image of the PHE are very low. Results of student's loyalty building model from the three models offered, second model is the best model that can be used to explain the loyalty of students at PHE.

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Muji Gunarto
AU  - Lili Adi Wibowo
AU  - Ratih Hurriyati
PY  - 2016/08
DA  - 2016/08
TI  - Creating Students Loyalty Model in Private Higher Education
BT  - Proceedings of the 2016 Global Conference on Business, Management and Entrepreneurship
PB  - Atlantis Press
SP  - 354
EP  - 363
SN  - 2352-5428
UR  - https://doi.org/10.2991/gcbme-16.2016.64
DO  - 10.2991/gcbme-16.2016.64
ID  - Gunarto2016/08
ER  -