The Effect of Services Marketing Mix and Customer Value on Satisfaction, Trust, and Loyalty

This study was aimed to find the effect of Service marketing mix, customer value, satisfaction, and trust on students loyalty at the private universities in Kopertis Region III Jakarta. Research design used is a combination of verificative research and descriptive research based on survey approach. Research sample was 300 students from 10 private universities in Jakarta, 30 students taken from each university. Sampling technique is done by means of simple random sampling (SRS). The method of analysis used descriptive statistics on average, the proportions and chi-square as well and structural equational modeling method for hypoteses testing. This study concluded that Service marketing mix, customer value, satisfaction, and trust afecct students loyalty. However, this study did not find any evidence of the student satisfaction effect on student loyalty.