THE EFFECT OF SERVICE QUALITY, AND CORPORATE IMAGE ON LEARNING SATISFACTION AND STUDY LOYALTY AND ITS IMPACT ON MOUTH WORDS IN ALL GROUP MINISTRY OF RELATIONS AVIATION VOCATIONAL COLLEGES

Abstract

Related to this, the service to students must be improved both in terms of quality and quantity. This study aims to analyze the effect of service quality and corporate image on learning satisfaction and student loyalty and its effect on word of mouth in all institutions of the Ministry of Transportation's SMK Aviation. This type of research is causal research. The data collection technique was carried out by survey method through distributing questionnaires. The population and sample used in this study were 78 students of the Aviation Vocational School of the Ministry of Transportation who had studied for more than one year. The data analysis technique used is the Structural Equation Model (SEM) with the help of the Smart Partial Least Square (PLS). The results in this study indicate that: Service quality has a significant effect on learning satisfaction but not significant on student loyalty. The better the quality of service provided, it will increase learning satisfaction. Thus the research hypothesis which states that Service Quality has a significant effect on Learning Satisfaction in all Kemenhub aviation Vocational Schools can be accepted. The analysis results also prove that Corporate Image has a significant effect on Student Loyalty but not significant on Learning Satisfaction. The better the image of the company will increase Student Loyalty. Thus, the hypothesis which states that Company Image has a significant effect on Student Loyalty in all Aviation Vocational Schools of the Ministry of Transportation is acceptable.