Analisis Pengaruh Strategi Bauran Pemasaran Terhadap Kepuasan dan Loyalitas Mahasiswa Pada STIE Gici Business School Bogor
(1) Sekolah Tinggi Ilmu Ekonomi GICI
(2) STIE GICI Business School
(*) Corresponding Author
Abstract
The purpose of this study was to determine the effect of student satisfaction in mediating the service marketing mix on student loyalty at the Bogor branch of STIE Gici Business School. It is a quantitative research and the type of research is explanatory research. In this study using primary data through a survey with a sample of active students semester 3,4,5 and 7, totaling 100 respondents, this sample was taken using a purposive sampling technique. The analysis tool used is the Structural Equation Model (SEM) and processed using Smart PLS 3.2.9 software. The results showed that product and person variables had an effect on student satisfaction and student satisfaction could mediate product and person variables on loyalty. While influencing student loyalty are price, process, physical evidence and student satisfaction variables.
Keywords
Full Text:
PDFReferences
Arifudin, O., et.al (2020). Manajemen Pemasaran Pendidikan. Cetakan Pertama. Bandung : Penerbit
Widina Bhakti Persada Bandung
Candera, M., & Herudiansyah, G. (2019). Dimensi Kualitas Layanan dan Pengaruhnya terhadap Loyalitas Mahasiswa dengan Tingkat Kepuasan sebagai Variabel Intervening. Jurnal Manajemen Bisnis Krisnadwipayana, 7(2). https://doi.org/10.35137/jmbk.v7i2.254
Ghozali, I. 2014. Partial Least Squares: Konsep, Teknik, Dan Aplikasi Menggunakan Program SmartPLS 3.0. Universitas Diponegoro: Semarang.
Hamid, R., (2019). Structural Equation Modeling (SEM) Berbasis Varian. Cetakan Kesatu, Jakarta Pusat: Penerbit PT. Inkubator Penulis Indonesia
Hermawan, (2011). Disertasi. Marketing Strategy in Creating Customer Value and Its Performance in Cigarette Industry (A Survey on Indonesia Cigarette Industry).
Iswara, W., & Pratomo, L. A. (2018). Pengaruh Kualitas Jasa Perguruan Tinggi Terhadap Kepuasan Dan Loyalitas Mahasiswa. Jurnal Riset Ekonomi Dan Bisnis, 10(3), 174. https://doi.org/10.26623/jreb.v10i3.788
Lukitasari, L. (2019). Pengaruh Bauran Pemasaran Jasa Dan Kualitas Layanan Terhadap Kepuasan Mahasiswa Farmasi (Studi Kasus Pada Sekolah Tinggi Farmasi Bandung). Prosiding FRIMA (Festival Riset Ilmiah Manajemen Dan Akuntansi), 2, 735–747.https://doi.org/10.55916/frima.v0i2.100
Lupiyoadi, R. (2013). Manajemen Pemasaran Jasa Berbasis Kompetensi. Cetakan Ketiga. Jakarta: Penerbit Salemba Empat.
Martin, M., & Nasib, N. (2021). The Effort to Increase Loyalty through Brand Image, Brand Trust, and Satisfaction as Intervening Variables. Society, 9(1), 277–288. https://doi.org/10.33019/society.v9i1.303
Syamsuddinnor, S. (2021). Analisis Pengaruh Marketing Mix dan Citra Perguruan Tinggi Terhadap Kepuasan Mahasiswa STIMI Banjarmasin. Business Innovation and Entrepreneurship Journal, 3(3), 178–185. https://doi.org/10.35899/biej.v3i3.310
Wijaya, D. (2016). Pemasaran Jasa Pendidikan. Cetakan Pertama. Jakarta : Penerbit PT. Bumi Aksara Group.
DOI: http://dx.doi.org/10.30998/sosioekons.v15i1.16952
Refbacks
- There are currently no refbacks.
Copyright (c) 2023 Sopian, Hermawan
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Editorial Office:
Institute for Research and Community services (LPPM)
Universitas Indraprasta PGRI
Address: Campus A Building 3, 2nd Floor
Jl. Nangka No. 58 C (TB. Simatupang), Kel. Tanjung Barat, Kec. Jagakarsa, Jakarta Selatan 12530 Phone: (021) 7818718 – 78835283 ext. 123
Close in sunday and public holidays in Indonesia
Work Hour: 09.00 AM – 08.00 PM
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.