THE MEDIATION EFFECT OF STUDENT PERCEIVED VALUE AND SATISFACTION TOWARD STUDENT PERCEIVED ORIENTATION AND TRUST AT THE PRIVATE HIGHER EDUCATION

Student perceived orientation, perceived value, satisfaction and trust are the important variables at the higher education context. It was a little attention which investigated the relationship among these variables directly and through mediating. The research examined the direct effect and the mediation effect of each variable above. Data collected from 400 samples, using multi-stage cluster sampling are used to empirically test the hypothesized the effects. Results provide evidence of a significant impact between student perceived orientation and perceived value, perceived orientation and satisfaction, perceived value and satisfaction, student satisfaction and student trust, but student perceived orientation has no significant direct effect toward the students trust. The mediation effect shown that student perceived value and satisfaction were the important mediating variable in student perceived orientation and trust relationship.