The Effects of Service Quality, Experiential Marketing, Student Engagement, and Learning Quality on Student Loyalty Through Student Satisfaction in Extracurricular Dance Activities

Abstract

Educational institutions increasingly need to provide high-quality, engaging, and meaningful extracurricular experiences to enhance student satisfaction and loyalty. This study aimed to examine the effects of service quality, experiential marketing, student engagement, and learning quality on student loyalty, with student satisfaction as a mediating variable, in extracurricular dance activities at SD Bisma 2 Surabaya. A quantitative associative-causal research design using a cross-sectional survey approach was employed. The study involved the entire population of 85 active students through a total sampling technique. Data were collected using a five-point Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results showed that service quality, experiential marketing, student engagement, and learning quality had positive and significant effects on student satisfaction and student loyalty. Student satisfaction also had a positive and significant effect on loyalty and partially mediated the relationships between all four exogenous variables and student loyalty. Student engagement was the strongest predictor of student satisfaction, while student satisfaction was the strongest predictor of student loyalty. The model explained 70.3% of the variance in student satisfaction and 78.9% of the variance in student loyalty. These findings confirm that strengthening student engagement, learning quality, service quality, and positive extracurricular experiences can sustainably improve student loyalty within elementary school extracurricular education programs.