ИСТИНА

The research adopted Partial Least Square-Structural Equation Modeling (PLS-SEM) approach and there were ten research hypotheses in total to study the relationship between student loyalty and its antecedents and the relationship among each antecedent factors. The path coefficients computed by the PLS-SEM analysis (p<0.005) demonstrated all the antecedent factors positively and directly affecting student loyalty except student satisfaction, which displayed an indirect and positive influence on student loyalty via student trust and student commitment. In addition, student commitment gave the strongest influence on student loyalty among other antecedents. In addition, the multiple regression of Student Loyalty (LOY), [F (3, 385) =72.47, p< 0.000, R2= 0.361], indicated government-funded articulation programme contributed the most substantial influence on LOY in the main study. While the results [F (3,145) =39.64, p<0.05, R2 = 0.451] indicated overseas top-up programme gave the most substantial influence on LOY in the case study, which was used for cross-checking the results from the main study.