Analysis of Educational Quality Based on Quality, ServQual and Retention of Students

This study analyzed the influence of ServQual (service quality) on satisfaction and student retention. The sample
used was 175 STIESIA Surabaya students using non probability sampling called, accidental sampling. Data
analysis used Structural Equation Modeling (SEM) with AMOS 21 software. Based on the discussion of the
hypotheses proposed in this study, the conclusions are as follows: 1). There is a positive influence between
ServQual on satisfaction. This is based on the results of the parameter coefficient output. It is known that the
relationship of the ServQual construct to satisfaction is significant at 0.001 (sign p = ***) with a standardized
parameter coefficient of 0.735. Thus, if ServQual is good, students will be satisfied, and vice versa if ServQual is
bad, students will not be satisfied. 2) There is a positive effect of satisfaction on student retention. This is based
on the results of the output coefficient parameter construct relationship satisfaction to student retention significant
at 0.001 (p = 0.001) and standardized parameter coefficient of 0.513. Thus if student satisfaction is high then
student retention is also high, and vice versa if satisfaction is low then student retention is also low. 3) There is no
influence between ServQual on student retention indicated by the output parameter coefficient at 0.001 (p = 0.132)
This proves that loyalty cannot be created through service quality, but through satisfaction first. thus, it can be said
that satisfaction has a mediating effect between ServQual and Student Retention.
Keywords: ServQual (Service Quality), satisfaction, student retention