THE EFFECT OF SERVICE QUALITY, IMAGE AND TRUST ON STUDENT LOYALTY IN HIGH SCHOOL OF ECONOMIC SCIENCE TRI DHARMA WIDYA, JAKARTA

This study aims to obtain information about the influence of Service Quality, Image and Trust on Student Loyalty at Tri Dharma Widya High School of Economics. The research was conducted by using survey method with path analysis in hypothesis testing. The population in this study as many as 169 respondents, and a sample of 119 respondents are selected by using random sampling. Research focuses on four aspects; service quality, institutional image, trust and loyalty. Data were collected by questionnaire and analyzed by path analysis. The result of the analysis concludes that (1) there is a positive direct effect of service quality on loyalty, (2) there is positive direct influence of image to loyalty, (3) there is positive direct influence of trust on loyalty, (4) there is an indirect effect of service quality on loyalty through trust (5) there is an indirect effect of image on loyalty through trust (6) there is an indirect effect of service quality on loyalty through image.