Analysis of Determinant Factors Affecting Student Loyalty in Private Higher Education in Aceh

<ns5:p>Introduction Global competition in higher education requires institutions not only to deliver quality education but also to create a fulfilling total student experience in order to build student loyalty. This challenge is especially difficult for private universities, which depend on tuition fees as their primary source of income, in contrast to public universities that are supported by state budgets. Such conditions have led to the closure and merger of many private universities across different countries, making student loyalty a critical factor for institutional sustainability, financial stability, and reputation. Methods This study employs a quantitative research design using Structural Equation Modeling-Partial Least Squares (SEM-PLS) analysis. The population comprised all active students at Universitas Jabal Ghafur (N = 3,031), and a sample of 352 students was selected through stratified random sampling. Results The findings reveal that service quality does not directly affect student loyalty (path coefficient = 0.057, p &gt; 0.05). Instead, student satisfaction acts as a full mediator, significantly transforming the effect of service quality into loyalty (indirect effect = 0.177, p &lt; 0.001) and directly driving loyalty (coefficient = 0.581, p &lt; 0.001). Furthermore, work culture significantly moderates the relationship between service quality and student satisfaction (0.121, p &lt; 0.05), while brand image strengthens the satisfaction-loyalty relationship (0.219, p &lt; 0.001). These results confirm that student loyalty is formed through an indirect and complex mechanism rather than a linear one. Conclusions This study extends the SERVQUAL model by incorporating work culture and brand image as contingency factors, while confirming the mediating role of student satisfaction. Practically, private universities should adopt a holistic strategy integrating satisfaction, positive work culture, and brand image. Contextually, religiosity and social resilience are key to building loyalty in Aceh. Despite limitations (single institution, cross-sectional design), this study offers strategic insights for the sustainability of private universities facing global competition and demographic pressures.</ns5:p>