The Mediating Effect of Word of Mouth on the Relationship between Student Satisfaction, Motivation, and Loyalty in Higher Education
Muhammad Furqon || Lilis Suharti
Volume 13, Issue 5 2025
Abstract:
This study examines the mediating role of word of mouth (WOM) in the relationship between student satisfaction,
motivation, and loyalty, at Polytechnic of Education and Professional Development Institute of Indonesia, Cirebon Campus. Using
purposive sampling, 237 students were selected from a population of 584. A structured questionnaire served as the primary data collection
instrument, and the responses were examined using path analysis with the aid of SPSS 20.0. Results show that satisfaction and motivation
significantly affect WOM (F = 49.496 > F_critical = 2.727, p < 0.01), explaining 29.1% of its variance. Additionally, satisfaction and
motivation, through WOM, significantly enhance loyalty (F = 62.423 > F_critical = 2.727, p < 0.01), with an R² of 0.438. The total
determination coefficient (R²) of 0.842 the findings reveal that satisfaction, motivation, and word of mouth collectively account for 84.2%
of the variance observed in loyalty, while 15.8% is influenced by other factors. The evidence points to the importance of cultivating student
satisfaction and motivation to strengthen loyalty through positive WOM in educational institutions.
