<![CDATA[This research is aimed to analyse several purpose such as: 1) service quality and image toward the switching barrier of learning course in Padang, 2) service quality, image and switching barrier of course toward the loyalist of senior high school in Padang. The population of this research was taken from senior high school student in Padang who studied in course such as Ganesha Operation. Among 839students who became population, there were 167 students were chosen as sample. The method of cluster proportional random sampling was used as a technique sampling. In the term of technique of collecting data, the writer applied questioner method. In analysing data the writer used path analysis. Moreover, in examining the hypothesis, t-test and F-test of α 5 % assisted by SPS S version 15. This research show that: 1) Service Quality and Image have significant and direct impact toward switching barrier in course in Padang. 2) Service Quality did not have any significant and direct impact toward the senior high school student’s Loyalist in Padang, but Service Quality have indirect impact toward senior high school student’s Loyalist through Switching Barrier. ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan dan citra lembaga Bimbel terhadap rintangan beralih pada siswa SMA di kota Padang, dan pengaruh kualitas pelayanan, citra lembaga dan rintangan beralih lembaga Bimbel terhadap loyalitas siswa SMA di kota Padang. Populasi pada penelitian ini adalah siswa SMA di kota Padang yang mengikuti bimbingan belajar pada lembaga Bimbel Ganesha Operation. Populasi pada penelitian ini berjumlah 839 orang, kemudian di ambil sampel sebanyak 167 orang. Teknik pengambilan sampel menggunakan metode cluster proportional random sampling. Teknik pengumpulan data adalah dengan cara menyebarkan angket penelitian. Teknik analisis data menggunakan analisis jalur (Path Analysis) dan uji hipotesis menggunakan uji t dan uji F pada α 5 % dengan bantuan program SPSS. Hasil penelitian ini menunjukkan bahwa: (1) kualitas pelayanan dan citra lembaga Bimbel memiliki pengaruh yang signifikan terhadap rintangan beralih pada lembaga Bimbel di kota Padang. (2) kualitas pelayanan lembaga Bimbel tidak memiliki pengaruh yang signifikan terhadap loyalitas siswa SMA di kota Padang. Namun, citra lembaga dan rintangan beralih memiliki pengaruh yang cukup signifikan terhadap loyalitas siswa SMA di kota Padang.]]>
