Empirical research is intended to identify and explain the influence of soft service quality dan hard service quality on loyalty of student majoring in management in economic faculty of Indonesian Islamic University. The population in this study are all student in majoring management of  all the forces that are still active. The samples used were 96 respondents. sampling technique in this research is convenience sampling. Variabel used in this research are soft service quality, hard service quality and loyalty. Analysis of the data in this study using multiple regression through computer software IBM SPSS23. Results of the analysis of the data shows that there is positive and significant correlation between soft service quality dan hard service quality together effecet on loyalty. While partially only soft service quality that is positive and significant on loyalty. 
Key word : soft service quality, hard service quality, loyalty.