PENGARUH KUALITAS JASA PERGURUAN TINGGI TERHADAP KEPUASAN DAN LOYALITAS MAHASISWA

Widya Iswara, Luki Adiati Pratomo

Abstract


Tujuan dari penelitian ini adalah untuk menganalisa pengaruh kualitas jasa terhadap kepuasan dan loyalitas mahasiswa serta citra Perguruan Tinggi. Data diperoleh dengan cara menyebarkan kuisioner kepada  120 responden yaitu mahasiswa Universitas Trisakti. Data yang digunakan adalah data cross-sectional dan menggunakan purposive sampling sebagai metode pegambilan sampel. Alat analisis yang digunakan adalah Structural Equation Modeling (SEM). Hasil pengujian hipotesa menunjukkan bahwa aspek akademis, aspek non akademis dan reputasi  berpengaruh positif terhadap kepuasan mahasiswa, sedangkan aspek program dan akses tidak mempunyai pengaruh positif terhadap kepuasan mahasiswa. Kemudian kepuasan mahasiswa juga mempunyai pengaruh positif terhadap citra perguruan tinggi sementara kepuasan mahasiswa dan citra ternyata tidak mempunyai pengaruh positif terhadap loyalitas mahasiswa. Disarankan bagi Universitas Trisakti untuk memperkuat reputasi yang merupakan faktor terpenting dalam mempengaruhi kepuasan mahasiswa, serta mengembangkan strategi hubungan pemasaran agar dapat meningkatkan loyalitas mahasiswa. Untuk penelitian selanjutnya disarankan mengevaluasi penetapan harga (price fairness) dalam mencapai kepuasan dan loyalitas  mahasiswa. 

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The purpose of this study is to analyze the impacts of higher education service quality towards student satisfaction and Loyalty, and student satisfaction towards university image and student loyalty. The data was gathered using questionnaires and was collected from 120  respondents who study at Trisakti University. The data was using cross-sectional and the sampling method was using purposive sampling. This research were using Structural Equation Modeling (SEM) as analysis method.The finding shows that academic aspects, non-academic aspects and reputation influenced  students satisfaction while program issues and access did not have impact on students satisfaction.  The other results proved that students satisfaction influence University image but surprisingly students satisfaction and University image did not have impact on students loyalty.  Very important for Trisakti University to improve their image because this is one strong factor in building students satisfaction, while they have to develop customer relationship management with their students and alumni to strengthen their students loyalty. To understand more student satisfaction, it advised to examine the price fairness as one possible factor in building students satisfaction and loyalty. 


Keywords


academic aspects, access, non-academic aspects, program issues, reputation, student satisfaction, university image, student loyalty.

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DOI: http://dx.doi.org/10.26623/jreb.v10i3.788

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