Analysis of Determinant Factors Affecting Student Loyalty in Private Higher Education in Aceh

This study examines the drivers of student loyalty at Jabal Ghafur University, the oldest private university in Aceh, Indonesia, within a unique socio-cultural context characterized by Islamic law, local wisdom, and post-conflict/tsunami dynamics. Using a quantitative approach with Structural Equation Modeling-Partial Least Squares (SEM-PLS), data were collected from 352 active students through stratified random sampling. The findings reveal that service quality does not directly affect student loyalty (path coefficient 0.057, p > 0.05). Instead, student satisfaction serves as a full mediator, significantly transforming the effect of service quality into loyalty (indirect effect 0.177, p < 0.001) and directly driving loyalty (0.581, p < 0.001). Furthermore, work culture significantly moderates the relationship between service quality and satisfaction (0.121, p < 0.05), while brand image strengthens the satisfaction-loyalty link (0.219, p < 0.001). These results confirm that student loyalty is formed through an indirect, complex mechanism, not a linear one. The study contributes theoretically by extending the SERVQUAL model with contingency factors (work culture and brand image) and highlighting the critical mediating role of satisfaction. Practically, it recommends that private universities shift from isolated service improvements to holistic strategies integrating satisfaction creation, positive work culture, and brand image. Contextually, the findings underscore the importance of religiosity and social resilience in shaping loyalty in Aceh. Limitations include a single-institution scope and cross-sectional design, suggesting future research should replicate the model across diverse settings and employ longitudinal methods. This study provides strategic insights for sustaining private higher education institutions facing global competition and demographic pressures.