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This study aims to determine the effect of service quality, image of the institution on the satisfaction and loyalty of Postgraduate Masters in Management at Muhammadiyah University, Jember. The study population was all graduate students in the Management of the University of Muhammadiyah Jember who were still registered until 2019. The number of samples in this study were 50 students. Validity and reliability tests are used to test research measuring instruments in the form of questionnaires. This study was analyzed by using linear regression analysis that influenced student satisfaction. The results of the study show that the quality of service and the image of the institution affects student satisfaction. Quality of service and image of the institution affects student loyalty. Student satisfaction does not affect student loyalty.