MENGGALI PERSEPSI KUALITAS LAYANAN, PERSEPSI NILAI PELANGGAN, DAN KEPUTUSAN PEMBELIAN KEMBALI PADA PENDIDIKAN TINGGI

Tri Endang Yani, DC Kuswardani

Abstract


The purpose of this study is to offer new insights on how to improve the quality of Higher Education that is expected to retain users and influence repurchase decisions. The variables used in this study include perceived service quality, perceived customer value, customer satisfaction and repurchase decisions. This type of research is explanatory research. The data analysis technique used is multiple linear regression and path analyses.The analysis shows that service quality perception and customer value perception partially have a positive effect on customer satisfaction. While the perception of service quality has no significant effect on repurchase decisions in higher education. The perception of customer value does not affect repurchase decisions in higher education. Customer satisfaction does not affect repurchase decisions in higher education. Customer satisfaction is also not able to mediate the relationship between perceived service quality and perceived customer value with repurchase decisions in higher education.

Tujuan penelitian ini adalah untuk menawarkan wawasan baru tentang cara meningkatkan kualitas Pendidikan Tinggi yang diharapkan dapat mempertahankan pengguna dan mempengaruhi keputusan pembelian kembali. Variabel-variabel yang digunakan dalam penelitian ini meliputi persepsi kualitas pelayanan, persepsi nilai pelanggan, kepuasan pelanggan dan keputusan pembelian kembali. Jenis penelitian ini adalah explanatory research. Teknik analisis data yang digunakan adalah Regresi linier berganda dan path analyses. Hasil analisis menunjukkan persepsi kualitas pelayanan dan persepsi nilai pelanggan secara parsial berpengaruh positif terhadap kepuasan pelanggan. Sedangkan persepsi kualitas pelayanan tidak berpengaruh signifikan terhadap keputusan pembelian kembali pada pendidikan tinggi. Persepsi nilai pelanggan tidak berpengaruh terhadap keputusan pembelian kembali pada pendidikan tinggi. Kepuasan pelanggan tidak berpengaruh terhadap keputusan pembelian kembali pada pendidikan tinggi. Kepuasan pelanggan juga tidak mampu memediasi hubungan antara persepsi kualitas pelayanan dan persepsi nilai pelanggan dengan keputusan pembelian kembali pada pendidikan tinggi.



Keywords


Service quality; customer value; customer satisfaction; buying decision

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DOI: http://dx.doi.org/10.26623/jreb.v14i3.2831

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