<![CDATA[The aims of this discussion was to analyze the influence of service quality, institutional image, and learning methods toward satisfaction and loyalty of students at SMA Dharma Loka Pekanbaru. The research population were all students of SMA Dharma Loka Pekanbaru. The sampling technique in this research used a saturated sample. The number of samples used in this research were 372 respondents. The research instrument used e-questionnaire by using the google form application. Analysis of the data using descriptive analysis and Structural Equation Analysis (SEM) with AMOS software. According to the findings of this study the quality of academic services has a significant influence toward student satisfaction, the image of the institution has a significant influence toward student satisfaction, learning methods have no significant influence toward student satisfaction, the quality of academic services has no significant influence toward student loyalty, the image of the institution has no significant influence toward student loyalty, learning methods have a significant influence toward loyalty, student satisfaction has no significant influence toward loyalty. Further research is needed into the school's unique promotion role, as well as an examination of the satisfaction of school website users as a communication hub for all stakeholders. Tujuan dari pembahasan ini adalah untuk menganalisis pengaruh kualitas pelayanan (service quality), citra kelembagaan (institutional image), dan metode pembelajaran (learning method) terhadap kepuasan (satisfaction) dan loyalitas (loyalty) siswa di SMA Dharma Loka Pekanbaru. Populasi penelitian ini adalah seluruh siswa SMA Dharma Loka Pekanbaru. Ukuran sampel yang digunakan dalam penelitian ini adalah 249 responden. Instrumen penelitian menggunakan e-questionnaire dengan menggunakan aplikasi google form. Analisis data menggunakan analisis deskriptif dan Structural Equation Analysis (SEM) dengan software AMOS. Berdasarkan hasil penelitian ini kualitas pelayanan berpengaruh signifikan terhadap kepuasan mahasiswa, citra institusional berpengaruh signifikan terhadap kepuasan mahasiswa, metode pembelajaran tidak berpengaruh signifikan terhadap kepuasan mahasiswa, kualitas pelayanan tidak berpengaruh signifikan terhadap loyalitas mahasiswa, citra institusi tidak berpengaruh signifikan terhadap loyalitas mahasiswa, metode pembelajaran berpengaruh signifikan terhadap loyalitas, kepuasan mahasiswa tidak berpengaruh signifikan terhadap loyalitas. Diperlukan penelitian lebih lanjut tentang peran promosi mengikat (binding promotion) dari sekolah, serta pengujian kepuasan pengguna situs web sekolah sebagai pusat komunikasi bagi semua pemangku kepentingan (stakeholder).]]>
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