The Role of Service Quality on Building Student Satisfaction

The objectives of this study are: 1) To analyze the effect of service quality on the institution image at Gorontalo University; 2) To analyze the effect of service quality on student satisfaction at Gorontalo University; 3) To analyze the effect of institution image on student satisfaction at Gorontalo University; 4) To analyze the effect of service quality on student satisfaction through the institution image at Gorontalo University. Methodology: The method used in this study was explanatorystudy. The data used were primary data collected through distributing questionnaires to students at the Gorontalo University with a population of 3,726 people and a total sample of 200 people. The sample used descriptive analysis and quantitative analysis to explain all hypotheses with thePartial least square (PLS). The results of study were: 1) service quality influenced institution image, 2) service quality influenced student satisfaction, 3) institution image influenced student satisfaction and 4) service quality influenced student satisfaction through institution image as an intervening variable.