Aspizain Caniago, Redjeki Agoestyowati, A. Rustanto
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Analysis of the Effects of Services, Prices, Trust towards Higher Education Consumers’ Loyalty
This study aims to determine the Effect of Service Quality, Price and Trust on Consumer Loyalty. The study was conducted on 336 active students in a vocational tertiary education. Data was obtained by using a questionnaire and interviews. Research data were analyzed by using Path Analysis and the calculation uses SPSS ver.25. The results of the research showed that there is 1) a direct effect of Service Quality on loyalty; 2) a direct effect of price on loyalty, 3) a direct influence of Trust on Loyalty; 4) a direct influence of Quality on Trust; 5) a direct influence of Price on Trust and 6) a simultaneous influence of quality, Price and Trust on Loyalty. The results of this study indicates that building consumer’s loyalty to higher education can be done by improving the quality of service, setting the right price and increasing trust both partially and simultaneously.
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