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

Author

Listed:
  • RADIMAN

    (University of Muhammadiyah Sumatera Utara, Indonesia)

  • Ade GUNAWAN

    (University of Muhammadiyah Sumatera Utara, Indonesia)

  • Sri Fitri WAHYUNI

    (University of Muhammadiyah Sumatera Utara, Indonesia)

  • JUFRIZEN

    (University of Muhammadiyah Sumatera Utara, Indonesia)

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.

Suggested Citation

  • RADIMAN & Ade GUNAWAN & Sri Fitri WAHYUNI & JUFRIZEN, 2018. "The Effect of Marketing Mix, Service Quality, Islamic Values and Institutional Image on Students’ Satisfaction and Loyalty," Expert Journal of Marketing, Sprint Investify, vol. 6(2), pages 95-105.
    • Handle: RePEc:exp:mkting:v:6:y:2018:i:2:p:95-105
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    References listed on IDEAS

    as
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    2. Djafri Fares & Omar Kachkar, 2013. "The Impact of Service Quality, Student Satisfaction, and University Reputation on Student Loyalty: A Case Study of International Students in IIUM, Malaysia," Information Management and Business Review, AMH International, vol. 5(12), pages 584-590.
    3. Johnson, Michael D. & Fornell, Claes, 1991. "A framework for comparing customer satisfaction across individuals and product categories," Journal of Economic Psychology, Elsevier, vol. 12(2), pages 267-286, June.
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    More about this item

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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