PENGARUH KINERJA DOSEN TERHADAP KEPUASAN DAN LOYALITAS MAHASISWA (STUDI KASUS: UNIVERSITAS HKBP NOMMENSEN)

Abstract

This study aims to analyze the influence of lecturer performance on student loyalty, with student satisfaction as a mediating variable at HKBP Nommensen University, Medan. A quantitative approach was used with a survey design, and data were collected through questionnaires distributed to 40 active students who had attended classes for at least one semester. Data analysis was conducted using linear regression and a mediation test. The results indicate that lecturer performance has a positive effect on student satisfaction, and student satisfaction plays a significant role in increasing student loyalty. Furthermore, lecturer performance also has a direct influence on student loyalty, while student satisfaction serves as a mediator, strengthening this relationship. These findings emphasize the importance of professional lecturer performance in creating a satisfying learning experience and building student loyalty to the university. This research is expected to serve as a reference for higher education institutions in improving the quality of teaching and academic services to strengthen student commitment and engagement.