Study Of Student Loyalty Models In Higher Education: Literature Review

Universitas Muhammadiyah Yogyakarta, Yogyakarta, Indonesia

^* Corresponding author: nuryakin@umy.ac.id

Abstract

Based on the results of studies and searches of previous research, both domestically and abroad. Research on student loyalty models varies from one researcher to another. Although research on student loyalty varies from one to another, there is a fundamental similarity, namely that the antecedent factors used only involve internal and external marketing factors. Almost all research shows the same thing that universities independently need to carry out marketing strategies to be able to retain old students and get new students at low costs. The formation of a student loyalty model will be able to help universities get students more cheaply through good stories to friends, relatives and people they know, willing to build good relationships with the alma mater and even become donors to the alma mater. This research was conducted to analyze what methods are used to analyze the role of student loyalty on higher education performance and what variables influence student loyalty towards higher education performance. Based on 115 articles reviewed, through a systematic literature review process, with an article publication period between 2001 and 2023. The research results showed that only 67 articles met the criteria and were used as references in this research. Based on the findings obtained, research methods that are widely used to analyze student loyalty variable data on higher education performance are Structural Equation Model and Partial Least Square. The results of this research also show that most of the independent variables such as satisfaction, service quality, and image influence student loyalty on higher education performance.