PENGARUH BAURAN PEMASARAN PERGURUAN TINGGI TERHADAP KEPUASAN DAN DAMPAKNYA KEPADA LOYALITAS MAHASISWA PADA TIGA PTS TERKEMUKA DI KOTA BANDUNG
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Date
2011-08
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Bina Ekonomi (Majalah Ilmiah Fakultas Ekonomi Universitas Katolik Parahyangan, Volume 15, Nomor 2
Abstract
The aim of this study is to obtain the description of the impact of
tne marketlng mix towards the satisfactian and loyalty of students of the
three distinguished universities in Bandung. lt deals with variables of: (1)
rnarketing mix of higher education, (2) students satisfaction, (3) the
layalty of studenfs. This research employed the suruey method with
quantitative approach. Frorn the total population of 1753 students, 95
pafticipated in the suruey and they comparised of students majoring in
acccunting, class 2007/2008 in the bachelor's degree program in the
faculty of economics. The resu/fs showeC that the seven sub-variables of
narketing rnix would have impacls on the student satisfaction, even
thowgh only six of them showed significance. The order of the subvariables
with significant effect base
the productl service of the schoo/s
the school with pyx2 = 0,2222; (3) s
the process/ management of scho
physical evidence of facilities and
human resouroes with pyxs = 0,15
impact of those variables towards student satisfaction is g7Yo, while the
last 3% is fhe effects of other factors aut of the scope of this study.
School promotion would also effect student satisfaction, yet it was
insignificant. Student satisfaction would lead significantly towards their
loyalty with pzy = 0,8452 = 71,40%o, while the last 28,600/o is the impact
caused by other factors not in the scope of this study.
Description
Keywords
marketing mix in higher education,, satisfaction,, loyalty of sfudents