PENGARUH KUALITAS LAYANAN DAN KEPUASAN MAHASISWA TERHADAP LOYALITAS MELALUI CITRA UNIVERSITAS TERBUKA SEBAGAI VARIABEL INTERVENING

Authors

  • Soekiyono Soekiyono
  • Wiwin Siswantini Wiwin Siswantini

DOI:

https://doi.org/10.24127/jm.v8i2.57

Abstract

ABSTRACT

 

This study entitled Effect of Service Quality and Student Satisfaction Loyalty To The Open University Image As Intervening Variables. The purpose of this study is to analyze the impact of service quality on the image of the Open University, to analyze the influence of student satisfaction on the image of the Open University, to analyze the impact of service quality on loyalty student, to analyze the influence of student satisfaction and student loyalty to analyze the influence of the image of the Open University of loyalty students. Research conducted on the Open University students. A type of research used in this study is a survey method, a method that aims to collect data with the questionnaire. The analytical method used is structural equation modeling (SEM) program AMOS 4. The results of this study are: Quality of care has a significant influence on the image of UT; student satisfaction has a significant influence on the image of UT; influences of service quality on loyalty; student satisfaction has a significant influence on student loyalty; Image has a significant influence on loyalty; service quality has no significant effect on loyalty through imagery. Implications of this study are improving the image of UT through the quality of care by improving aspects of tangibles, empathy, reliability, responsiveness and assurance. UT image can also be improved by increasing student satisfaction during the learning takes place. Student loyalty can be increased by improving service quality, satisfaction and image.


Keywords: Quality of service, satisfaction, image and loyalty.

 

 

ABSTRAK

 

Penelitian ini berjudul Pengaruh Kualitas Layanan Dan Kepuasan Mahasiswa Terhadap Loyalitas Melalui Citra Universitas Terbuka Sebagai Variabel Intervening. Tujuan penelitian ini adalah untuk menganalisis pengaruh kualitas pelayanan terhadap citra Universitas Terbuka, untuk menganalisis pengaruh kepuasan mahasiswa terhadap citra Universitas Terbuka, untuk menganalisis pengaruh kualitas pelayanan terhadap loyalitas mahasiswa, untuk menganalisis pengaruh kepuasan mahasiswa terhadap loyalitas mahasiswa dan untuk menganalisis pengaruh citra Universitas Terbuka terhadap loyalitas mahasiswa. Penelitian dilakukan terhadap mahasiswa Universitas Terbuka. Jenis penelitian yang digunakan dalam penelitian ini adalah metode survey, yaitu metode yang bertujuan untuk mengumpulkan data dengan kuesioner. Metode analisis yang digunakan adalah structural equation modelling (SEM) Program AMOS 4. Hasil penelitian ini disimpulkan: Kualitas layanan mempunyai pengaruh yang signifikan terhadap citra UT; Kepuasan mahasiswa mempunyai pengaruh yang signifikan terhadap citra UT; Terdapat pengaruh kualitas layanan terhadap loyalitas; Kepuasan mahasiswa mempunyai pengaruh yang signifikan terhadap loyalitas mahasiswa; Citra mempunyai pengaruh yang signifikan terhadap loyalitas; Kualitas layanan tidak mempunyai pengaruh yang signifikan terhadap loyalitas melalui citra. Implikasi yang bisa diberikan dari penelitian ini adalah untuk meningkatkan citra UT dapat dilakukan dengan memperbaiki kualitas pelayanan yaitu dengan memperbaiki aspek tangibles, empathy, reliability, responsiveness dan assurance. Citra UT juga dapat ditingkatkan dengan cara meningkatkan kepuasan mahasiswa selama pembelajaran berlangsung. Loyalitas mahasiswa dapat ditingkatkan dengan memperbaiki kualitas layanan, kepuasan dan citra.

 

Kata kunci: Kualitas layanan, kepuasan, citra dan loyalitas.

References

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Vol. 8 No. 2 (2014): November

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