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"Institusi pendidikan tinggi memiliki peran strategis dalam pembangunan pribadi, sosial, ekonomi, serta pencapaian Sustainable Development Goals (SDGs). Sebagai layanan berbasis mental stimulus processing, layanan pendidikan tinggi bersifat tidak berwujud (intangible) sehingga memerlukan keterlibatan aktif mahasiswa. Kualitas layanan menjadi faktor penting yang mempengaruhi pengalaman belajar sekaligus membangun loyalitas mahasiswa, yang bernilai bagi keberlanjutan reputasi serta kontribusi institusi. Penelitian ini menggunakan teori Stimulus-Organism-Response (SOR) untuk menguji pengaruh higher education service quality (HESQ) terhadap student outcomes seperti school attachment, student engagement, student satisfaction, dan student loyalty. Data primer dikumpulkan melalui kuesioner online kepada mahasiswa fakultas/sekolah ekonomi dan bisnis terakreditasi dan belum terakreditasi AACSB, lalu dianalisis menggunakan PLS-SEM. Hasil dari 480 responden menunjukkan bahwa terdapat hubungan yang signifikan antara HESQ terhadap school attachment, student engagement, dan student satisfaction. School attachment berhubungan positif dan signifikan terhadap student engagement dan student satisfaction, namun tidak signifikan terhadap student loyalty. Student engagement berhubungan positif dan signifikan terhadap student satisfaction dan student loyalty. Student satisfaction berpengaruh secara positif dan signifikan terhadap student loyalty. Hasil analisis multigrup menunjukkan adanya perbedaan signifikan antara kelompok AACSB dan Non-AACSB pada hubungan school attachment terhadap student satisfaction, sementara hubungan antarvariabel lainnya tidak menunjukkan perbedaan signifikan.

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Higher education institutions have a strategic role in personal, social, and economic development, as well as in achieving the Sustainable Development Goals (SDGs). As a mental stimulus processing service, higher education service is intangible and requires active student involvement. Service quality is a key factor influencing the learning experience while building student loyalty, which is essential for sustaining the institution’s reputation and contribution. This study applies the Stimulus-Organism-Response (SOR) theory to examine the effect of higher education service quality (HESQ) on student outcomes, including school attachment, student engagement, student satisfaction, and student loyalty. Primary data were collected through online questionnaires from students at AACSB-accredited and non-accredited business and economics faculties/schools and analyzed using PLS-SEM. Results from 480 respondents revealed significant relationships between HESQ and school attachment, student engagement, and student satisfaction. School attachment was positively and significantly related to student engagement and satisfaction but not to student loyalty. Student engagement had positive, significant effects on student satisfaction and loyalty. Student satisfaction also positively influenced loyalty. Multi-group analysis showed a significant difference between AACSB and non-AACSB groups in the relationship between school attachment and student satisfaction, while other relationships did not differ significantly between groups."

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