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The purpose of this research is to explore studies on the measurement and development of relationships conducted by universities as a provider of educational services and students as recipients of education services (customers) by adopting a relationship development model of Relationship Quality-Based Students Loyalty (RSQL) Guidelines for Measuring Relationship in Public Relationsas the development of relational marketing concepts and social exchange models from Thibault and Kelly. In addition, this paper presents other models in the development of the following relationships with an example of the operationalization of variables used to measure those relationships.The sampling technique in this research is to use the gradual group sample. The sample population of this study is 362 students currently studying at three business colleges in Jakarta. This study was conducted for two weeks during September to November 2017.The results showed that there is a relationship between service quality to student loyalty through relationship quality. In addition, there is also a college image relationship to student loyalty mediated by the quality of relationships.The conclusion is that the quality of the relationship gives a significant influence on the improvement of student loyalty as a variable that mediates the influence of service quality and college image. The recommendation for the college concerned is to pay attention to the quality dimensions of relationships such as trust,commitment,values and student satisfaction.

Model Pengembangan Kualitas Hubungan Students College Exchange Berbasis Public Relations Evaluation