This study aimed to determine the effect of service quality, image of the institution on the satisfaction and
loyalty of master’s degree in management at Universitas Muhammadiyah Jember. The study population was
all graduate students in Management Universitas Muhammadiyah Jember, and 50 students of them were taken
as samples. Validity and reliability tests are used to test questionnaires which were used as the research
instruments. This study was analysed by using linear regression analysis of which influenced student
satisfaction. The results of the study indicate that quality of service and institution’s image to public affect
student satisfaction. The quality of service and the institution’s image affect student loyalty; in other words,
student satisfaction does not affect student loyalty.