PENGARUH BAURAN PEMASARAN PERGURUAN TINGGI TERHADAP KEPUASAN DAN DAMPAKNYA KEPADA LOYALITAS MAHASISWA PADA TIGA PTS TERKEMUKA DI KOTA BANDUNG
No Thumbnail Available
Bina Ekonomi (Majalah Ilmiah Fakultas Ekonomi Universitas Katolik Parahyangan, Volume 15, Nomor 2
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.
marketing mix in higher education,, satisfaction,, loyalty of sfudents