The Influence of School Image, Service Quality and Education Cost on Trust and Their Impact on Students Loyalty

The aims of this study is to investigate the influence of School Image, Service Quality and Cost on Trust and their Impact on the Students Loyalty at the SMA Islam Al-Azhar in Jakarta Region. Based on the purpose and conceptual framework, the research hypotheses are: 1) School Image impacts on Students Loyalty; 2) Service Quality impacts on Students Loyalty; 3) Cost impacts Students Loyalty; 4) Trust impacts on Students Loyalty; 5) School Image impacts on Trust; 6) Service Quality impacts on Trust; 7) Cost impacts on Trust. Research design as used in this dissertation is a combination of verificative research and descriptive research, while research methods used was survey approach. Research sample was 240 students from 6 SMA I Al-Azhar around in Jakarta. Sampling technique is done by means of simple random sampling (SRS). The method of analysis used descriptive statistics on average and the proportions as well and Structural Equation Modeling method for hypotheses testing using LISREL 8,8 version. The research result state that: 1) all variables in this study were assessed positively by the respondents. However, there are some indicators that are assessed negatively; 2) The test results from the characteristics of the different categories of respondents to all variables of this study, states that there is no significant difference, except for the gender correlated to education and gender correlated to student loyalty; 3) The conclusion states that the test results proved the hypothesis based on empirical data. There is only one hypothesis test a result was not proven, that the school image has no effect on student loyalty. A research result comes with a discussion of the strategic solution from the results of descriptive statistical analysis.