The Effect of Marketing Mix, Service Quality, Islamic Values and Institutional Image on Students’ Satisfaction and Loyalty

Abstract

This study aims to develop student loyalty models as well as implement and refine student loyalty models in Private Islamic Religion Universities in Medan City. This study included an associative study. The questionnaires were distributed to 300 students and the survey implied multiple Likert scales. To process the data, we used Lisrel 8.80. The results of the study showed that the marketing mix, service quality, Islamic values, and institutional image had a positive and significant effect on student satisfaction and on student loyalty for the students of the Private Islamic Religion College in Medan.

Keywords

• Marketing Mix
• Service Quality
• Islamic Values
• Institutional Image
• Loyalty
• Satisfaction