Leonnard Sekolah Tinggi Manajemen IPMI, Jakarta, Indonesia, leonnard.ong@ipmi.ac.id Yulita Fairina Susanti Sekolah Tinggi Manajemen IPMI, Jakarta, Indonesia, yulita.susanti@ipmi.ac.id Increasing demand for education services and supply in the number of higher education institutions in Indonesia, both local and foreign universities require private universities to build, improve and sustain their competitiveness. Among others, Indonesian Chinese students are considered as the main consumers of

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... t private universities in Indonesia. The purpose of this study is to investigate the advocacy model of Indonesian Chinese students at private universities Jakarta. A causal design survey was applied out of 250 Indonesian Chinese students. The data were analysed by using the Structural Equation Modelling (SEM) and Lisrel 8.8 software package. The findings revealed that there were positive influences of trust (β = 0.640) and service quality (β = 0.270) on advocacy. The influence of trust as a mediating variable increased the total effect of service quality on advocacy (β = 0.590). Furthermore, service quality (β = 0.510) and image (β = 0.470) were also known to be positively influencing trust. The finding will help managers and leaders of private universities to understand the significant effect of certain factors, especially trust on the advocacy of their students. To improve student trust, the university must maintain and improve the service quality offered.