Pengaruh Citra Merek, Kualitas Pelayanan Dan Persepsi Harga Terhadap Kepuasan Mahasiswa Di Universitas Muhammadiyah Tangerang

Abstract

This study aims to analyze the influence of brand image, service quality, and perceived price and its implication towards student satisfaction in Universitas Muhammadiyah Tangerang (UMT). This research is quantitative in nature. Both primary and secondary data were obtained from various source such as journals. Primary data were gathered using questionnaire which were distributed to the target respondent. The population consists of active students from Faculty of Engineering and Faculty of Economy actively studying in 2017 using a purposive sampling. Total sample of 100 students were obtained. Data were analyzed using SPSS version 23. The research found that the brand image, service quality and perceived price are affecting students satisfaction of Universitas Muhammadiyah Tangerang. Researcher suggests UMT to improve their brand image, also to improve administration services and lecturer quality. In addition UMT shall adjust their tuition costing structure to win the competition in pricingPenelitian ini bertujuan untuk menganalisis pengaruh Citra Merek, Kualitas Layanan dan Persepsi Harga Terhadap Kepuasan Mahasiswa di Universitas Muhammadiyah Tangerang (UMT). Penelitian bersifat kuantitatif dan bersifat explanatory, sedangkan teknik pengumpulan data berdasarkan kuesioner dan dokumen. Populasi penelitian ini adalah mahasiswa dari fakultas teknik dan fakultas ekonomi yang aktif berkuliah pada tahun 2017. Metode pengambilan sample menggunakan metode probability sampling dan teknik pengambilan sampel dengan menggunakan simple random sampling. Penentuan ukuran sampel menggunakan rumus Slovin dengan tingkat kesalahan 10% berjumlah 100 mahasiswa yang diambil sebagai responden. Data yang terkumpul dianalisa menggunakan SPSS versi 23. Hasil penelitian ditemukan bahwa Citra Merek, Kualitas Layanan dan Persepsi Harga secara signifikan berpengaruh terhadap Kepuasan Mahasiswa di UMT. Peneliti menyarankan UMT perlu meningkatkan citra merek, dan juga melakukan peningkatan di kualitas staf administrasi dan pengajar. Selain itu UMT perlu meninjau kembali biaya perkuliahan yang dikenakan ke mahasiswa agar dapat meningkatkan daya saing

PENGARUH KUALITAS PELAYANAN, HARGA, DAN LOKASI TERHADAP LOYALITAS PELANGGAN (Studi Kasus Pada PT. Tiki Jalur Nugraha Ekakurir (JNE) Cabang Medan Marelan)

“…Keberhasilan perusahaan dalam menjalankan sebuah bisnis dapat diukur berdasarkan loyalitas pelanggan. Untuk mendukung penjelasan diatas terkait pengaruh kualitas pelayanan, harga, dan lokasi terhadap loyalitas pelanggan, penulis mengambil hasil dari penelitian terdahulu yang menyatakan bahwa kualitas pelayanan, harga, dan lokasi berpengaruh terhadap loyalitas pelanggan (Pratama et al, 2021) (Bharmawan & Hanif, 2022) (Permana et al, 2019).…”

The Influence of Service Quality and Educational Facilities on Student Satisfaction is Mediated by the University Image

“…So that in this study, the image of the campus will be used as a mediator variable on student satisfaction. As researchers know, university image has never been used as a moderator variable in viewing student satisfaction, even though campus image is related to student satisfaction (Permana et al, 2019) (Rahman, 2018). So this research will fill the gap above by examining the variable relationship between service quality, educational facilities, and student satisfaction, which is mediated by the university's image.…”

“…In the process of fulfilling student satisfaction in a tertiary institution, many factors influence student satisfaction, some of which are service quality (Pattiwaellapia, 2020) (Rahareng & Relawan, 2017), university facilities (Kurbani, 2017) (Hanssen, T.-E.S. and Solvoll, 2015) and the image or reputation of the university (Permana et al, 2019) (Rahman, 2018). Service quality is related to efforts to fulfill consumer needs and desires as well as the accuracy of their delivery in keeping pace with consumer expectations (Tjiptono, 2007), meaning that the quality of campus services can be seen from the accuracy of the services provided by the campus with the expectations of students.…”

Developing Training Curriculum for Management Trainees Program at Company MTJ

“…Although the importance of training curriculum development is recognized, a problematic phenomenon often faced by companies in developing management trainee programs is the difficulty in adapting the curriculum to the specific needs of the company and program participants. A curriculum that is not in line with company needs can produce program graduates who are less prepared to face the challenges of the complex business world (Permana et al, 2018). Apart from that, resource constraints such as time, teaching staff, and funds also often become obstacles to developing an effective curriculum (Jones, 2018).…”