APAKAH CITRA INSTITUSI ANTESEDEN YANG KUAT BAGI LOYALITAS MAHASISWA ?
Today’s competition among universities has reached the critical stage, marked by the increasing number of universities that exceed the ratio of needs. As a result, some colleges have students below the normal threshold. To maintain its sustainability, universities need to implement marketing strategies to ensure their competitive performance in the future. Student loyalty is one of the important indicators that can be used to evaluate marketing performance. This paper aims to provide a proposition for the development of research models related to student loyalty as one of the key factors of sustainability and the image of higher education institution as a dynamic antecedent. The development of the research model can be varied with several other relevant variables yielded from the problem identification and other phenomena growing in the college.
Keywords : loyalty, image, sustainability