The Factors That Influence Student Satisfaction on Loyalty Students at East Java

—The research data used are primary data with a total of 231 students from a population of 479 active students at East Java, with a proportional random sampling technique. The analytical tool used is path analysis. The results of this study, IPIEMS student responses agreed and were satisfied with the reliability, responsiveness, certainty, empathy, and tangibility of student satisfaction and impact on the loyalty of IPIEMS students. Some of the things that become one of the main supports of the students agree and are satisfied are the understanding, sensitivity of staff, promises given, teaching and learning process services, attention of IPIEMS staff, and physical aspects of IPIEMS. While what makes students loyal to IPIEMS is because of the ability of IPIEMS to devote attention to what is needed to retain IPIEMS students. From the results of research in the E-learning era and the digital era 4.0 at this time, direct service is still needed to keep students loyal.