<![CDATA[The purpose of this paper is to  analyze  the  influence of  perceived  service  quality,  perceived  value, image  on student satisfaction, and determine the consequences of student satisfaction in  one private Bandung University (Prima University). In order to accomplish the objectives proposed, a  model reflecting the influence of perceived service quality, perceived value, image on student satisfaction, and reflecting the relationship bet ween satisfaction and behavioral consequences, the model is tested by structural equations and the final sample is 280 students. The findings show that image has a positive effect on student satisfaction, and  the  satisfaction has a  positive  effect  on student  loyalty ,and  negative effect  on  student complaint, if higher education institutions have to compete through student  satisfaction, It  is proven by  this paper  that the construct  which  most  influences student  satisfaction in  higher education is the image construct ,also it is proven that if  the student satisfaction rises, the loyalty will increase and complaint will decrease.]]>
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