Competition is increasing in every line of business, including competition in getting students for a university in Indonesia, especially in Jember Regency. Changes and expansion of the form of higher education have made several universities able to open new study programs which are a threat to the old study programs that are already operating. Therefore, it is important for universities to continue to increase student loyalty, because the existence of students greatly supports the existence of a university. The purpose of this study was to determine and analyze the role of satisfaction and trust in increasing customer loyalty based on brand image, Islamic values and service quality for FEB students of Muhammadiyah University of Jember.

JEL Codes: M31, I23, Z12

Keywords: Brand image, Islamic values, service quality, satisfaction, trust, customer loyalty.