This study aimed to determine the effect of service quality in terms of the dimensions of tangibles,
reliability, responsiveness, assurance, empathy and body image influenced on student loyalty with
satisfaction as an intervening variable. Data were collected from 42 respondents using accidental sampling
method sampling. Data analysis was carried out through analysis of research instruments that include test 0f
validity of using the product moment correlation and reliability testing using Cronbachs alpha technique, the
normality test, test lineritas, hypothesis test includes multiple linear regression, t test, F test and coefficient of
determination (R2). From the analysis of data obtained the following results: variable responsiveness,
assurance, and the image of the institution emphaty had a positive significant influence on student
satisfaction, while tangibles and reliability had not a significant and negative effect on student satisfaction.
Variable reliability, responsiveness, assurance, and the image of the institution emphaty had a positive and
significant influenced on student loyalty satisfaction while tangibles variable had a negative and was not
significant to student loyalty. Effect of total R 2 0.982, or 98.2%. Satisfaction variable could not be an
intervening variable between reliability, responsiveness, assurance, and the image of the institution
Key word : reliability, responsiveness, assurance, emphaty and loyalty.