Pengaruh Service Quality, Brand Image, Dan Customer Value Terhadap Customer Loyalty Lembaga Bimbingan Belajar Group Di Surabaya Timur FARIDA TRI HASTUTI041514353027Dosen PembimbingDr.Dien Mardhiyah,S.E.,M.Si. ABSTRACT Along with the development of today’s era, tutoring agencies orinstitutions are not only providing services to high school graduates who want tocontinue their study to college, but also developing a learning program forelementary, junior high school, and senior high school students. There are diverseteaching patterns offered by those tutoring agencies in order to attract and drawcustomers. In this research, group teaching pattern is the offered teaching patternby tutoring agencies which become the main focus and object of research. GroupTutoring Agency is a non-formal agency or institution which offers a teachingsystem that is able to fulfill the needs of students by focusing on the specificdemand of every customer who has different characteristic needs.Maintaining loyal customers and competitive advantage is an importantmatter for an institution to do. An institution is responsible for providing servicesystems with high quality for its customers. One of many service systems in theservice industry which becomes the variable in this research is service quality. Acustomer is able to measure the level of service of an institution by using servicequality as the technique. A brand which has not been widely known by the societywill be used by its customers to speculate regarding the existence of servicequality provided by the institution itself. Brand image will form some levels ofquality towards the institution and the benefit that will be obtained by customersis going to be proportional with the quality perceived. The quality perceived bythe customers has a positive connection with customer value, whereas maintainingand attracting loyal customers is one of the long-term competitive superioritiespossessed by the institution.Respondents chosen in this research are eight and ninth junior highschool and tenth eleventh senior high school students who use teaching servicesystem in Group Tutoring Agencies. As many as 141 questionnaire data are usedin this research. Sample technique which is used for the purpose of this researchis non-probability sampling and the sample data will be processed using PLSSEM 3. Based on the result taken from this research, there are two variableswhich do not have a direct and significant link to customer loyalty, those areservice quality and brand image. Marketers are able to build the image of aninstitution by developing service quality. With the development of servicequality, an institution eventually will be able to develop value. Customers willuse value as a consideration after receiving offers given by the institution. Keywords : Group tutoring agencies, service quality, brand image, customer value,customer loyalty, PLS-SEM. Sumber : http://mm.feb.unair.ac.id/id/kemahasiswaan/artikel/artikel-ilmiah/775-pengaruh-service-quality-brand-image-dan-customer-value-terhadap-customer-loyalty-lembaga-bimbingan-belajar-group-di-surabaya-timur.html