Factors Affecting Students’ Loyalty in the Aviation Campus

  • Arif Fakhrudin Sekolah Tinggi Teknologi Kedirgantaraan
  • Indah Fatmawati Universitas Muhammadiyah Yogyakarta
  • Ika Nurul Qomari Universitas Muhammadiyah Yogyakarta
Keywords: institution image, loyalty, students, word of mouth

Abstract

Education is like a basic need that must be met. Because by having a qualified education, people will have provisions in competition in the world of work. consumers will also be very careful in choosing a tertiary institution so that later the time and costs spent are comparable to what they get from the college's service products. He can usually find out about this from what is promoted by the College in marketing the service products it sells through the institution. Student loyalty can also be created if students are willing to convey positive word of mouth (WOM) from time to time. Objective: The purpose of this study was to determine the effect of institution image on students’ loyalty through word of mouth at STTKD campus. Method: The type of research used in this study is hypothesis testing. The instrument used in this study was a questionnaire, It used has been tested for validity and reliability. After distributing the relevant questionnaires among 100 students, all usable questionnaires are returned. Then the data collections are analyzed by using Structural Equation Modeling (SEM). Result: Research findings show that institution image has a positive significant effect on word of mouth and students’ loyalty. Then, word of mouth has a positive significant effect on loyalty. Conclusions: The research has given description well that Institution image and word of mouth variables still give positive contribution toward student’s loyalty in STTKD Campus.

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Published
2023-11-25
How to Cite
Fakhrudin, A., Fatmawati, I., & Qomari, I. N. (2023). Factors Affecting Students’ Loyalty in the Aviation Campus. Journal of Economics and Public Health, 2(4), 123-134. https://doi.org/10.37287/jeph.v2i4.2376