Abstract:

This study aims to analyze the effects of Service Quality, Customer Expectations, and Partner Satisfaction on Partner Loyalty and to examine the role of Partner Satisfaction as a moderating variable in the Master’s Program in Management at Universitas Trisakti. This study employed a quantitative approach using a cross-sectional survey design. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS, based on 285 valid observations. The results indicate that Customer Expectations and Partner Satisfaction have positive and significant effects on Partner Loyalty. In contrast, Service Quality does not have a significant effect on Partner Loyalty. Partner Satisfaction was also not found to moderate either the relationship between Service Quality and Partner Loyalty or the relationship between Customer Expectations and Partner Loyalty. The novelty of this study lies in positioning external partners as the primary unit of evaluation in The Three Pillars of Higher Education cooperation, rather than students as higher education customers. The findings suggest that partner loyalty is shaped more strongly by actual satisfaction and the fulfillment of partner expectations than by direct perceptions of service quality. Practically, this study provides a basis for academic programs to strengthen partner expectation mapping, conduct periodic satisfaction evaluations, and document the benefits generated from collaborative activities.