Service Quality And Student Satisfaction Against Student Loyalty In Higher Education: Case Study In Bekasi Higher Educations

This study investigates the interrelationships among service quality, student satisfaction, and student loyalty in the context of higher education from a marketing management perspective. The manuscript is intentionally structured in a journal style commonly expected in accredited scholarly publications and is based on a structured dataset consisting of 140 university students. In the proposed model, service quality serves as the antecedent variable, student satisfaction functions as an evaluative and partially mediating mechanism, and student loyalty represents the relational outcome. The analytical strategy combines descriptive statistics, internal consistency assessment, correlation analysis, and ordinary least squares regression. The findings show that service quality is positively associated with student satisfaction and student loyalty, while student satisfaction is also positively associated with student loyalty. Regression estimates further indicate that service quality and student satisfaction jointly explain a substantial share of the variance in loyalty. These results reinforce the service marketing proposition that superior educational service performance fosters favorable student evaluations and stronger long-term commitment. The article provides a complete academic manuscript draft that can be further refined using real field data and institution-specific analyses.