The Analysis of Private University Service Quality and Image

One of the important college aspects is service, where colleges are expected to be able to provide the best service for the public. Private Universities must improve various qualities and academic and non-academic components. This aspect can be reflected in 'how private universities provide their services to stakeholders?' Research was carried out on "The Influence of Service Quality on Institutional Image". The purpose of study is to investigate the service quality in tangible, reliability, responsiveness, assurance, and empathy on the private university image. The research use survey explanatory study method, research object of the New Student Admission Section (NSE) of Gunadarma University, Bandung Islamic University, and Cirebon Muhammadyah University. Statistic formula use Pearsons r and SPSS V.21. The theory used is that of service quality and the model of image. From this study there is influence of service quality in the aspects of tangible, reliability, responsiveness, assurance, and empathy tangible, reliability, responsiveness, assurance, and empathy that is significant enough on the institutional image, especially empathy factor in service enrollment have strong effect towards an institution’s