Determine Student’s Loyalty with Student’s Trust As Moderating Variable

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IJABER_Vol 15_No 20

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Contextual Spelling

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Wrong or Missing Prepositions

Incorrect Noun Number

Incorrect Verb Forms

Punctuation

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Punctuation in Compound/Complex Sentences

Closing Punctuation

Sentence Structure

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Improper Formatting

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IJABER_Vol 15_No 20

Ifrs Adoption and the Value Relevance of Other

Comprehensive Income (Oci ) in Indonesia

International Journal of Applied Business and Economic

Research

ISSN : 0972-7302

available at http : www.serialsjournal.com

Serials Publications Pvt. Ltd. Volume 15 • Number 20 •

2017

Determine Student's Loyalty with Student's Trust As

Moderating Variable

Lusiah1*, Paham Ginting1, Arlina Nurbaity Lubis1 and

Endang Sulistya Rini1

1Universitas Sumatera Utara.

*Correspondent author. E-mail: lusiah79@gmail.com

Abstract: The student's attrition rate at five private

universities in Medan is at 14.86%, this figure is

considered very high. Students who dropped out of the

university revealed many reasons about the disloyalty. The

high level of student's loyalty on their university showed

from the less number of drop-out students. The less of

attrition's rate (drop-out) determine that the student who

study at that program was loyal. This is applying

otherwise, rate of the higher attrition that

determine the lower of the student loyalty. 2

Unoriginal text: 34 words

staff.ui.ac.id/system/files/users/sylvia.v…

[determine _→ determines]

9

[study _→ studies]

10

(4)

The purpose of this study is to determine the effect of the

university's image and student's perceived value and

student's trust as moderating variable on student's loyalty.

This study involved 296 respondents from five private

universities which have the largest number of students

enrolled in the Faculty of Economics. SEM PLS with the

help of a software called WarpPLS is used for data

analysis. The results showed that the image of university

and student's perceived value have a positive and

significant effect on student's loyalty. The result also

showed that student's perceived value gives the greatest

direct impact on student's loyalty . Student's trust has

significant as moderating variable between student's

perceived value and student's loyalty .

Keywords: Image, Perceived Value, Trust, Loyalty.

INTRODUCTION

Competition among universities makes higher education

providers leave the context of improving the quality of

higher education, they are more concerned with how to

get the target number of students to ensure continuity of

college operations. The number of private universities in

the Province of North Sumatra is the largest on the island

of Sumatra. (Statistic Indonesia, 2015). This shows that

competition among private universities in North Sumatra

Province is very high.

The level of student loyalty at a university can be seen

from the minimal number of drop- out students during the

active period of the study from the beginning up to 4 (four)

study years, which is the

153 International Journal of Applied Business and

Economic Research

Lusiah, Paham Ginting, Arlina Nurbaity Lubis and Endang

Sulistya Rini Repetitive word: rate

12

[the rate or a rate]

13

Repetitive word: attrition

14

Repetitive word: determine

15

[determine _→ determines]

16

[_, the]

17

clinicaltrials.gov/ct2/show/NCT01655…

18

Overused word: largest

19

Passive voice

20

Overused word: greatest

21

Repetitive word: loyalty

22

23

[ ]

24

Unclear antecedent

(5)

standard time period for the undergraduate program.

The fewer levels of attrition (drop- out) indicated that

students who study in the course are satisfied and will form

loyalty later, vice versa. The level of drop-out students at

Open University's Faculty of Economics is quite high at

22% per semester (Mulyana and Ayuni, 2014) . Online

Universities or distance education have higher level of

drop-out compared to conventional colleges (Barefoot,

2004). The level of drop out at online universities or

distance education is at about 30-50% (Frankola 2001 in

Yulselturk and Inan, 2006) . In Asian countries it is

recorded that the drop-out rate at online universities or

distance education is at 50% (Shin and Kim, 1999 in

Fozdar et al., 2006).

At Medan, five private universities that have the largest

number of economy students namely, Univesitas

Muhammadiyah Sumatera Utara, Universitas Prima

Indonesia, Universitas Katolik Santo Thomas, Universitas

Pembangunan Panca Budi and Universitas Methodist

Indonesia (based on data processed from

forlap.ristekdikti.go.id, 2016) have students drop- out level

18,76 % ; 14,19%; 12,05% ; 13,95% and 15,33%

respectively. It can be concluded that the average level

of student attrition at universities in Medan reached

14.86% per year.In accordance with the statement

Barefoot (2004) which states the level of attrition at

conventional universities are lower online universities or

distance education.

Image of university and students perceived valueare the

key to student loyalty. Also if an university can gain

trust of student , so it can be concluded that students are

going to be loyalor not.A university is said successful

in producing qualified graduates only if the students feel

satisfied with the process of studying. Student's loyalty is

the main thing that must be obtained by the college. A

loyal student will certainly uphold his alma mater, will

not drop-out in the middle of his studies and spread

positive information to the public about the university

26 25 27

[countries_,]

33

Wordiness

34

Overused word: largest

35

time period → period

Univesitas _→ Universitas

(6)

where he or she is studying.

Following is the result of a survey conducted on the

undergraduate Management Program at private universities

in Medan, the initial survey of 30 respondents who were

transfer students of the undergraduate Management

Program was conducted at 10 universities in Medan

City. The results of responses from 30 respondents can be

seen in the table 1.

Based on the survey results, can be seen that the strong

reason for students to move to other university is difficult

to pass the exam and many tasks to be completed .

Available programs are not as expected, Inefficiency of

academic administration services, lack of proper

information. Furthermore, University's image is not as

expected, Students Appreciation is not noticed and

university did not much of encouragement to students

to join competition activities

The research conducted by Kunanusorn and Puttawong

(2015) shows a strong relationship between student's

value, image of university and student trust. Image

has a direct and significant relationship to loyalty

(Kunanusorn and Puttawong, 2015; Usman et al., 2016;

Wong et al., 2016; Taecharungroj, 2014; Hasyim et al.,

2015; Helgesen and Nesset, 2007). Sampaio, et al. (2012)

emphasizes that in using services provided by the

University, student trusts will first form student perceived

value and then will form a decision to keep using the

services provided in the future or to recommend it to

others. Hasan, et al. (2014) states that trust is between

perceived value and customer loyalty. Hashim, et al.

(2015) explains that trust does not moderate the

relationship between student's perceived value and

student's loyalty .

Purpose of Study

To understand and analyze the influence of university's

image , student's perceived value and student's trust as a 49

Repetitive word: attrition

41

Unusual word pair

42

[valueare _→ valueare]

43

[an university _→ a university]

44

Overused word: certainly

49

Repetitive word: survey

50

Passive voice

51

Repetitive word: conducted

52

Overused word: strong

56

[the university]

60

[ ]

61

[activities_.]

62

loyalor → loyalor

(7)

moderation variable to student's loyalty.

Research 154

Table 1

Reasons Students moved from previous University

No.

Information

Total

Percentage

1

Lack of interaction with other Students

8

26.67%

Financial issues related to:

(a)

High tuition fees

8

26.67%

(b)

Many other additional costs

14

[the university]

65

Repetitive word: Image

66

[The image or An image]

67

Repetitive word: relationship

68

Repetitive word: trust

72

73

Dangling modifier

74

[the student's or a student's]

75

(8)

The system used is still conventional

12

40.00%

4

Hard to pass the semester exam

18

60.00%

5

Many tasks to complete

16

53.33%

6

Available programs are not as expected

21

70.00%

7

Inefficiency of academic administration services

19

63.33%

8

Inefficiency of counseling institutions

9

30.00%

9

Lack of proper information from the Department

17

56.67%

10

Slow Response from

(a)

Office of Department

11

36.67%

(b)

Academic Administration service

9

30.00%

80

82 81

80

(9)

11

Not availability

(a)

Teaching materials

5

16.67%

(b)

Tasks and Exam Materials

8

26.67%

(c)

Other relevant information

4

13.33%

12

Students Appreciation is not noticed

25

83,33%

13

Not much of encouragement to students to join competition

activities

22

73,33%

Sources: Initial survey of transfer students on 10

universities in Medan, 2016.

LITERATURE REVIEW

Influence of University's Image to Student's Loyalty

The relationship between institutional image to loyalty

lies in the desire and consumer choice. Decesion

(Attitudes) toward a particular institution often affect

whether the consumer will be loyal or not. Good 83

84

85

86

87

81

Repetitive word: Inefficiency

82

(10)

perceptions and consumer's trust in an institution will

create consumer buying interest and even increase

customer loyalty to the institution.

Analysis of the relation between institutional image

with customer loyalty statistically shows that the image

has a significant and positive influence on consumer

loyalty (Tu, 2013, Barusman, 2014, Hashim, 2015,

Kunanusorn and Puttawong, 2015; Usman and Mokhtar,

2016). The result of Hashim's (2015) study explains that

the influence of image on loyalty is greater than the

influence of perception of value to loyalty .

The Effect of Student's Perceived Value on Student's

Loyalty

Griffin's research (2003) states that to get loyal

customers , the company must provide customer value

continuously by improving, or even changing the product

or service to increase value for the customer.

Economic Research

Sulistya Rini

Hashim et al. (2015) indicates that values have a direct

positive and significant effect on student loyalty.

Values also have a good effect as a mediating variable

between image and loyalty.

However, Kunanusorn (2015) and Taecharungroj (2014)

explained that the value are influenced more on loyalty

through student satisfaction than directly. Several further

studies indicate a strong relationship between consumer

value and student loyalty. (Hasan et al., 2014; Carvalho,

2010)

[the institutional or an institutional]

86

[Decesion _→ Decision]

87

Overused word: Good

88

Possibly confused word

89

[an institutional or the institutional]

90

Repetitive word: image

91

Overused word: greater

92

Repetitive word: influence

93

(11)

The Impact of University's Image on Student's Perceived

Value

Brown and Mozzarol (2008) Stated that institutional image

has a strong effect on students' perception of value.

Kunanusorn and Puttawong (2015) Argue that students'

perceptions of value have the greatest impact on

image , while Hashim et al (2015) also examines the

strong relationship between institutional image and

student perceptions. Tu, Li and Chi (2013) state that

companies must build a positive image in the eyes of

consumers. This is very important in creating good value

from consumers.

The higher the identification with overall brand image, the

higher the willingness of the students to enroll; likewise,

the lower the identification with overall brand image,

the lower the willingness of the students to enroll .

Therefore, the overall brand image of schools was

highly related to the customer lifetime value of students.

(Chen and Chen, 2014).

Conceptual Framework

According to reviewing the literatures , there are two

independent latent variables which effects student

loyalty: university's image, student's perceived value and

one moderating variable is student's trust. Student's

Perceived Value is an antecedent or mediator of a construct

which is assumed to be the driver of student's loyalty as

will be subsequently discussed. The conceptual frame

work and relations between latent variables of this

research are presented in Figure 1 below.

KC

[indicates _→ indicate]

96

[are _→ is]

97

[on _→ by]

98

99

100

Overused word: greatest

101

[the image]

102

[et al _→ et al.]

(12)

LM

CU (R)6i (R)6i

NM

(R)8i

Figure 1: Latent Variable Relations Frame Work

Research

156

RESEARCH METHODOLOGY

Population and Samples

The study involved five private universities in Medan

specifically on the undergraduate Management Programs,

namely as many as 296 students from Universitas

Muhammadiyah Sumatera Utara, Universitas Prima

Indonesia, Universitas Katolik Santo Thomas, Universitas

Pembangunan Panca Budi, dan Universitas Methodist

Indonesia. The election of five private universities is

based on the highest number of students in the Faculty

of Economics. Student sampling is based on students'

willingness to fill out questionnaires.

Measure of Concept 119

120 118

121

122

104

[_, and]

105

Repetitive word: image

106

Unclear antecedent

107

[from _→ for]

108

Repetitive word: identification

109

Repetitive word: overall

110

www.krepublishers.com/02-Journals/T…

111

Repetitive word: enroll

112

Repetitive word: overall

113

Possibly miswritten word: frame work

117

Passive voice

(13)

This research was a quantitative research. The model

had been adjusted as latent and manifest variables in

accordance with environment and culture of population

aimed to be studied. An operational definition in

questionnaire was tested and modified in case of some

operational definitions that suitable for operation in the

field.

Due to complex nature of the model, the Partial Least

Squares (PLS) structure equation modeling approach

was used to test the model. This procedure allowed us to

test the proposed structure of the model totally .

Measurement for independent and dependent variables

used was a sevenpoint Likert type response format,

with "strongly disagree" to "strongly agree" (1 = strongly

disagree, 2 = disagree, 3 = somewhat disagree, 4 = neither

agree nor disagree, 5 = somewhat agree, 6 = agree, 7 =

strongly agree). In measurement model, 21 indicators were

used to measure study of latent constructs; student's

satisfaction (7 indicators), university's image (6 indicators)

and student's perceived value (8 indicators).

Data Analysis

Data analysis technique used in this research is SEM

(Structural Equation Model) analysis technique. SEM with

component or variance basis is an alternative covariance

with compon ent-based approach with PLS which aim as

prediction . Beside to confirm the theory, PLS also

explain the presence or absence of relationships between

latent variables, therefore in the framework of

research-based predictions PLS is more suitable for analyzing data.

PLS can simultaneously analyze constructs formed with

reflective and formative indicators. This cannot be done

by a Covarian -based SEM as it would be an unidentified

model. There are 2 models that must be analyzed

in PLS, namely: Assessing outer model or measurement

model and Assessing inner model or structural model.

Analytical Results

128 130 129

131

140 139 141

118

[ a quantitative]

124

Passive voice

125

[ ]

Ifrs → IFRS

(14)

Initially, results from description of respondents were

summarized that 67.57% of them were females and

32.43% were males. 73.65% were just study not

working and 26.35% study and working. Most of them

(55.07%) know the university from friends and 58.11%

of the students were in the 6th semester.

Validating Measurement Model and Validating Structural

Model

The Partial Least Squares (PLS) algorithm is used to test

the structural equation models. This approach consists of

an iterative process that maximizes the predictive and

explanatory powers of the models, which

Economic Research

Sulistya Rini

are assessed in terms of the R2 values of the dependent

variables on independent variables had a high value (50%)

in the model.

KC

[the questionnaire]

127

128

Repetitive word: test

129

Overused word: totally

130

[totally]

131

[sevenpoint _→ seven-point]

132

[the student's or a student's]

133

[student's _→ student are]

134

[the component-based]

135

[a prediction or the prediction]

136

Repetitive word: analyze

137

(15)

(P=0.03)

β = 0.20 (R)6i

(R)6i

(P<. 01)

R2

= 0.50

β = 0.

11

(P<.

NM

142

[the description or a description]

143

Passive voice

144

[were summarized _→ have summarized]

145

[ ]

146

[_, and]

147

[ ]

were just study → were just studying

(16)

β = 0.22

(R)8i

(P<.01)

R2 = 0.25

Figure 2: Latent Variable Relations Frame Work

In outer model, the measure's quality using the Loading

(Table 1) of each measured variable was examined to

ensure the measurement variable load meaningfully to their

related constructs. Overall, the measurement variable

loading are all relatively large and positive. An

individual loading was exceeded 0.400-0.700 (Sholihin dan

Ratmono, 2013) to ensure that at least half of the variance

in the observed variable is shared with the construct.

An Average Variance Extracted (AVE) is used to check the

validity of the measurement model which is widely

used . To ensured discriminant validity of the constructs,

the AVEs of the latent variables should be greater than

the square of the correlations among the latent variables.

The discriminant validity result which show the lowest

value of AVE is 5,95. AVE value on CU latent variable.

AVE value for each latent variable has the value greater

than 0,5.

Moreover, in Table 2, table shows that the lowest value 148

149 150

151

152

153

154

155

(17)

of cronbach alpha is 0,862 on CU latent variable. The

lowest value of composite reliability 0,898 on CU

latent variable. It shows that there are high consistency and

stability of the instrument . In other words all

constructs or variables of this study can already be a fitting

gauge, and all the questions used to measure each construct

have good reliability.

Testing The Hypotheses

P-values between University's Image and Student'sLoyalty

is 0.028, which is smaller than significance value of 0,05.

Path coefficient from University's Image to Student's

Loyalty is 0,151. P-values between Student's Perceived

Value to Student's Loyalty is 0.008, which is smaller than

significance value 0,05 with path coefficient

Research 158

Table 1

Summary of Results for Reflective Outer Model

Latent Variable

Indicators

Mean

Loading

Composite Reliability

AVE

157

158 159

160 161

162

163 164

166

167 165

148

[the outer or an outer]

149

[are _→ is]

150

Overused word: large

151

Passive voice

152

Passive voice

(18)

University's Image

CU01

4.743

0.723

0.898

0.595

CU02

4.307

0.802

CU03

4.716

0.857

CU04

4.503

0.816

CU05

4.524

0.748

CU06

3.882

0.669

154

[show _→ shows]

155

156

[the table or a table]

157

[ ]

158

Repetitive word: lowest

159

Repetitive word: value

160

[instrument. _→ instrument.]

161

[words_,]

162

Overused word: good

163

[a path or the path]

164

[coefficient_.]

165

166

[ ]

167

[Oci _→ Oct]

cronbach _→ Cronbach

(19)

Student's Perceived Value

NM01

4.838

0.758

0.928

0.619

NM02

4.608

0.725

NM03

4.385

0.759

NM04

4.382

0.722

NM05

5.314

0.858

NM06

5.149

0.827

NM07

(20)

0.838

NM08

5.260

0.800

Student's Trust

KC01

4.818

0.772

0.958

0.694

KC02

4.581

0.778

KC03

4.105

0.850

KC04

4.193

0.857

(21)

4.297

0.820

KC06

4.446

0.857

KC07

3.929

0.869

KC08

4.057

0.877

KC09

4.615

0.811

KC10

4.639

0.829

(22)

LM01

4.304

0.685

0.925

0.673

LM02

4.878

0.822

LM03

5.655

0.891

LM04

6.122

0.793

LM05

5.399

0.845

LM06

5.493

(23)

Economic Research

Sulistya Rini

Table 2

Assessment of the Validity of the Latent Variables

Latent Variable Correlation

Latent Variables

University's

Student's Perceived

Student's

Cronbach's

Image

Value

Trust

Loyalty

'

(24)

University's Image

0.772

0.498

0,349

0,451

0.862

0.000

Student's Perceived Value

0.498

0.787

0,625

0,611

0.911

0.248

Student's Trust

0.443

0.706

0,833

0,776

0.951

0.000

Student's Loyalty

0,451

0,611

0,557

0,820

0.901

0.503

(25)

0,216.P-values between University's Image and Student's

Perceived Value is P < 0.001, with path coefficient from

University's Image to Student's Perceived Value is

0,498. P-values between University Image and Student's

Perceived Value as mediating variable is P < 0.001, which

is smaller than significance value of 0,05. Path coefficient

from University Image and Student's Perceived Value as

mediating variable to Student's Loyalty is 0.181. P-values

between Student's Perceived Value and Student's Trust as

moderating variable is 0.009, which is smaller than

significance value of 0,05. Path coefficient from Student's

Perceived Value and Student's Trust as moderating

variable to Student's Loyalty is -0,195. The indirect

influence of the University's Image on Student's Loyalty

through Student's Perceived Value is significant. In other

words, the Student's Perceived Value significantly

mediates the relationship between the University's Image

on Student's Satisfaction.

Table 3

P-Value for Path Estimates

Hypothesis

Path. Coef

P-value

Result

H1

= CU ' LM

0.151

0.028

Accept

H2

= NM ' LM

0.216

169

(26)

0.008

Accept

H3

= CU ' NM

0.498

< 0.001

Accept

H4= CU ' NM ' LM

0.181

< 0.001

Accept

H5

= KC × NM ' LM

–0.195

0.009

Accept

Four main concepts of the research model (university's

image, student's perceived value, student's trust, and

student's loyalty) are likely by four path estimates that are

all hypothesized to be positive (Hypothesis 1-Hypothesis

5). The findings support all hypotheses are significant at

the 0.05 level. This suggests that university image has a

significant direct positive effect on student's loyalty

(Hypothesis 1); student's perceived value has a significant

positive direct effect on student's loyalty (Hypothesis

2); university's image has a significant positive direct

effect on student's perceived value (Hypothesis 3);

university image has a significant positive indirect effect

from student percieved value on student loyalty

(Hypothesis 4); student's trust as moderating variable has a

significant effect on student's loyalty (Hypothesis 5).

Influence given from the result of moderation of trust

to student value and student loyalty is significant but

inversely proportional. 171

173 174

175

176

177

178 179

180 172

181 182

183

168

[from _→ From]

169

[Value_,]

170

(27)

Research 160

In Table 3 shows that the positive hypotheses are

supported and the proposed relationships are

significant. The results from this study (including measures

of overall quality and overall outcomes) also provides

support to the hypothesized relationships. University's

image is a causal variable that put effect on the student's

loyalty, and there are influenced by mediating variables via

Student's perceived value.

CONCLUSIONS

The result of the research shows that the university's image

and student's perceived value have a positive and

significant influence either directly or indirectly to

student's loyalty. The results of this study are supported

from previous research which also found that the

university's image and student's perceived value influenced

student's loyalty (Tu, 2013; Barusman, 2014; Hashim,

2015; Kunanusorn dan Puttawong, 2015; Usman dan

Mokhtar, 2016). The result of this research share the same

result as Hashim, 2015 the university's image gives a

greater indirect impact on student loyalty through

student value. In this research, Student's trust in Medan, is

measured by student's trust about technical competence

mastery, the University's management team's attitude, the

openness to accept and share information, the sincerity to

serve and consistency; in the end, trust can serve as

moderating variable between student's perceived value and

student's loyalty.

In conclusion, the students value can be one of the

things that need to be considered as an important

strategy for the planning of higher education institutions. 184

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171

Overused word: main

(28)

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Carvalho,Sergio W. and Ma´rcio de Oliveira Mota.

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