The Influence of Customer Relationship Management Influencing Factors on Student Loyalty using Student Satisfaction as Mediation Variable

Abstract

: The purpose of this research is to find out the influence of commitment, communication and service quality on student loyalty; to find out the influence of commitment, communication, and service quality on student satisfaction; to find out the influence of student satisfaction on student loyalty; to find out the influence of satisfaction in mediating the influence of commitment, communication and service quality on student loyalty. This research is an explanatory research. The number of sample used in this research is 76 students of Special Diploma 3. Questionnaire is used as a tool to collect data from respondent, which validity and reliability will be tested. Data is analyzed using smart PLS. Research result shows that commitment does not influence student loyalty, communication does not influence student loyalty, service quality influences student loyalty, commitment influences student satisfaction, communication influences student satisfaction, service quality influences student satisfaction, student satisfaction influences loyalty, student satisfaction fully mediates the influence of commitment on loyalty, student satisfaction fully mediates the influence of communication on loyalty, student satisfaction partly mediates the influence of service quality on loyalty.