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THE CORRELATION BETWEEN STUDENTS SATISFACTION AND STUDENT LOYALTY AT UNIVERSITAS ADVENT INDONESIA

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ABSTRACT THE RELATIONSHIP BETWEEN STUDENTS SATISFACTION AND STUDENT LOYALTY AT UNIVERSITAS ADVENT INDONESIA Bv Ning Pei The purpose of this research is to know the level of students' satisfaction, loyalty and the relationship between srudent satisfaction and student loyalty at Universitas Advent lndonesia. Research method used is descriptive that is doing research in an organization through data collection based on real condition, data is being processed, analyzed, and concluded. Data collecting technique used were through questionnaires fifled up by the current students who were from school batch 2010,2009 and 2008 at Universitas Advent Indonesia, totally there were 150 questionnaires had been distributed, and there were 123 questionnaires had been collected. Data analysis was used by spearman rank correlation through SPSS system. Based on questionnaire result, it is known that student satisfaction with a Mean value 3.3994 indicates the level of student satisfaction is not really high. And the student loyalty with Mean value 3.5632 indicates that the level of student loyalty is high. As the result shows known that the correlation between variable X (student satisfaction) and variable Y (student loyalty), r,: 0.642, w}rich means there is a low conelation between student satisfaction and student loyalty. Since that r. is greater than zero (r. >0), which means H" is accepted and Hs is reject. And it is known that the significant of this research is 0.000, which indicates that there is a positive and significant correlation befween student satisfaction and student loyalty. Based on SPSS result of calculation coefficient detormination it indicates that student satisfaction influence student loyalty by 34%, and the remains of 660% is caused by others factors.