JURNAL INTERNASIONAL

Abstract

Abstract - Competition for universities in Indonesia is increasingly competitive. This is due to the very high growth rate of the university. Therefore, private universities must formulate various strategies. Al Washliyah Association which has three universities formulated a strategy to make Islamic universities nuanced. The nuance of the Islamic is reflected in the service scape university, relationship quality, and university image. The respondents of this research were 352 students of three universities who are at the last semester. Structural Equation Model of this research is implemented using SmartPLs 3.2. This research concluded that directly, service scape has a significant effect on university image but has no effect on student satisfaction. Directly, relationship quality has a significant effect on university image and student satisfaction. Likewise, university image has a significant effect on student satisfaction. Servicescape University has a significant effect on student satisfaction through university image. Similarly, relationship quality has a significant effect on student satisfaction through university image.