Main Article Content
Abstract
This study aims to analyze the influence of Service Quality and College Image on Student Satisfaction and its implications on Loyalty at the Bangkinang Riau College of Economics. The background of this study is based on the decline in the number of students every year and poor service quality which is suspected to reduce student loyalty. The method used is quantitative with a descriptive and verification approach. The number of respondents was 177 people who were determined by the Slovin technique. The data analysis technique used path analysis to test the direct and indirect relationships between variables. The results showed that Service Quality and College Image had a significant effect on Performance, with coefficients of 0.496 and 0.416, respectively. Student Satisfaction also had a significant effect on Loyalty with a coefficient of 0.784. In addition, the indirect effect of Service Quality on Loyalty through Student Satisfaction was 0.708, while the direct effect was only 0.502. The total contribution of the model to the Loyalty variable was 90.4% (R² = 0.904). The conclusion of this study is that service quality and the image of the college play a significant role in increasing student satisfaction and loyalty. Therefore, it is necessary to improve the image of the Bangkinang College of Economics.
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References
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References
Abdillah, L. J. (2020). Pengaruh Desain Produk, Citra Merek, Dan Religiusitas Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Intervening Pada Produk Maternal Disaster, Jurnal Capital : Kebijakan Ekonomi, Manajemen dan Akuntansi, 3(1), 118–138.
Aitken, R., Watkins, L., Williams, J., & Kean, A. (2020). The positive role of labelling on consumers ’ perceived behavioural control and intention to purchase organic food. Journal of Cleaner Production, 255, 120334. https://doi.org/10.1016/j.jclepro.2020.120334
Ambartiasari,G., Lubis A., Chan S. (2017). Pengaruh Kualitas Layanan, Kepercayaan, dan Fasilitas Kampus terhadap Kepuasan dan Dampaknya kepada Loyalitas Mahasiswa Politeknik Indonesia Venezuela,Jurnal Manajemen Inovasi, 8(3),12-23
Astuti, M. F., & Mulyawan, A. (2021). Dampak Kualitas Produk dan Citra Merek Terhadap Kepuasan Implikasinya pada Loyalitas Pelanggan Kosmetik. Journal of Islamic Economics and Business (JIEB), 1(2), 90–105.
Aydin, S. B. (2023). The relationship between self-compassion and burnout in university students. December, 1–46. https://doi.org/10.13140/RG.2.2.18571.67362
Dami, Z., & Loppies, P. (2018). Efikasi Akademik Dan Prokrastinasi Akademik Sebagai Prediktor Prestasi Akademik. Jurnal Manajemen Pendidikan, 5, 74-85.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education
Mulyana, Andy & Ayuni, Devi. (2016) Hubungan antara Kualitas Jasa, Citra Destinasi, Kepuasan Pengunjung dan Niat mengunjungi Kembali Taman wisata air terjun di bogor. Jurnal Manajemen Indonesia. 16 (3),40-44
Mustafa, P.S. dkk. (2020). Metodologi Penelitian Kuantitatif, Kualitatif, dan Penelitian Tindakan Kelas dalam Pendidikan Olahraga. Malang : Universitas Negeri MalangSantini et al. (2017)
Santi, Ellysa Rahma dan Akhmad Supriyanto. "Pengaruh Kualitas Produk, Kepuasan Pelanggan, Dan Promosi Online Terhadap Minat Beli Ulang (Studi Kasus Pada sate Taichan Banjar D"™licious)", Jurnal sains Manajemen dan Kewirausahaan 4, no. 1 (2020): 52.
Sugiyono. 2018. Metode Penelitian Kuantitatif, Kualitatig, dan R&D, penerbit Alfabeta,Bandung
Teeroovengadum, V., Nunkoo, R., Gronroos, C., Kamalanabhan, T. J., & Seebaluck, A. K. (2019). Higher education service quality, student satisfaction and loyalty: Validating the HESQUAL scale and testing an improved structural model. Quality Assurance in Education, 27(4), 427–445. https://doi.org/10.1108/QAE-01-2019-0003