The Influence of Service Quality, Price, and Campus Image on Loyalty Through Student Satisfaction as an Intervening Variable at STIE PEMUDA Surabaya

Lelono Diyah Setiyowati; Slamet Riyadi

doi:10.25139/sng.v12i2.5756

Lelono Diyah Setiyowati
Slamet Riyadi

https://doi.org/10.25139/sng.v12i2.5756

Abstract views: 106 ,

PDF Journal downloads: 141

Keywords: Service Quality, Price, Campus Image, Loyalty, Student Satisfaction

Abstract

This study aims to analyze the effect of Service Quality (X1), Price (X2), Image (X3), on Student Loyalty (Y), STIE PEMUDA Students with student satisfaction as an intervening variable. The population in this study were all STIE PEMUDA students, the sampling technique used was stratified random sampling with 119 respondents taking data through a Likert scale model questionnaire. This study uses the Path analysis test with the help of the SPSS For Windows 16.0 computer program. The results of this study indicate that service quality has a positive and significant effect on student satisfaction. Price has a positive and significant effect on student satisfaction. Campus Image has a positive and significant influence on student satisfaction. Service Quality has a positive and significant influence on student loyalty. Price has a positive and significant effect on loyalty. Campus Image has a positive and significant influence on loyalty. Student satisfaction has a negative effect on loyalty. Service Quality has a positive and significant influence on student loyalty through student satisfaction. Prices have a positive and significant effect on student loyalty through student satisfaction. Campus image has a positive and significant influence on student loyalty through student satisfaction.

References

BIBLIOGRAPHY
Aaker, A. David & Biel, L . 2006. Loyalitas Merek
dan Periklanan. Alih bahasa oleh Aris
Ananda. Mitra Utama. Jakarta.
Arwanda, N. O. D., Hartoyo & Hartoyo S. (2014).
Kepuasan, Citra, dan Loyalitas pada
Lembaga Pendidikan Tinggi: Kasus di
Akademi XYZ. Jurnal Ilmu Kelembagaan
Dan Konsumen. 7(2), 123–132.
Assauri, Sofyan. 2011. Manajemen Pemasaran Dasar,
Konsep, dan Strategi. Alfabeta. Jakarta.
Barata, Atep Adya. 2006. Dasar-Dasar Pelayanan
Prima, Cetakan Ketiga. November 2006.
Gramedia. Jakarta.
Griffin, Jill. 2009. Customer Loyalty : How To Learn
It, How To Keep It. Erlangga. Jakarta.
Hardiyanti. 2010. Analisis Pengaruh Kualitas
Pelayanan Terhadap Kepuasan Konsumen
Menggunakan Jasa Villa Agrowisata Kebun
The Pagilaran Semarang.
Hurriyati, Ratih. 2005. Bauran Pemasaran dan
Loyalitas Konsumen. Alfabeta. Bandung.
Irawan, H. 2002. 10 Prinsip Kepuasan Pelanggan. PT.
Elex Media Komputindo Gramedia. Jakarta.
Kasali, R. (2003). Manajemen Public Relations:
Konsep dan Aplikasinya di Indonesia. PT.
Pusaka Utama Grafiti. Jakarta.
Kotler, Philip. 2004. Manajemen Pemasaran. Edisi
Millennium (Terjemahan). Prenhallindo.
Jakarta.
____________2005. Manajemen Pemasaran. Jilid 1
dan 2. PT Indeks Kelompok Gramedia.
Jakarta.
____________ 2007. Manajemen Pemasaran. PT
Malanan Jaya Cemerlang. Jakarta.
Kolter Phillip, Armstrong. 2008. Prinsip – Prinsip
Pemasaran. Edisi 12. Jilid 1. Erlangga.
Jakarta.
_____________2010. Principles of Marketing, 13th
Edition. Pearson. United States of America.
Kotler, dan Keller. 2009. Marketing Management. Alih
bahasa: Bob Sabran. Jilid 1. Edisi 13.
Erlangga. Jakarta.
_______________ 2012. Manajemen Pemasaran.
Edisi 12. Erlangga. Jakarta.
Kotler, Philip.,& Keller, K.L, 2013. Marketing
Management.14th Edition. Pearson
Education, England.
Liou, James J. H. & C. Mei Ling. 2009. Evaluting
Corporate Image and Reputation Using
Fuzzy MCDM Approach in Airline Market
Qual Quant.
__________________2008. Manajemen Pemasaran
Jasa. PT Salemba Empat. Yogyakarta.
90
Mouren, Margaretha. 2004. Studi mengenai loyalitas
pelanggan pada divisi asuransi kumpulan
AJP bumi Putra. Jurnal Sains Pemasaran
Indonesia. Vol. III. No. 3. h289-308.
Mowen, John C. & Minor, Michael. 2006. Perilaku
Konsumen. Terjemahan: Lima Salim, Jakarta:
PT. Gelora Aksara Pratama.
Nugroho, Anton, Yohanes. 2011. It”s Easy Palh Data
dengan SPSS. Skripsi Media Creative.
Yogyakarta.
Nur Sayidah. 2018. Metodologi Penelitian. Edisi
Pertama. Zifatama Jawara. Surabaya.
Ramadiansyah. 2010. Pengaruh Kualitas Pelayanan
Terhadap Loyalitas Nasabah pada Bank
Mandiri, Tbk Cabang Surabaya. Tesis,
Universitas Narotama. Surabaya.
Soemirat, Soleh & Ardianto, Elvinaro (2007). DasarDasar Public Relations. Rosdakarya.
Bandung
Sugiyono, 2004. Statistik Non parametris untuk
Penelitian. Alfabeta. Bandung.
Sunarto. 2003. Manajemen Pemasaran. BPFE-UST.
Yogyakarta.
Swastha, Basu dan Irawan. 2006. Manajemen
Pemasaran Modern. Liberty. Yogyakarta.
Swastha, Basu. 2009. Manajemen Penjualan.
BPFE.Yogyakarta.
____________ 2010. Manajemen Pemasaran: Analisa
dan Perilaku Konsumen. BPFE. Yogyakarta.
Tjiptono, Fandy. 2006. Manajemen Jasa , Andi Offset.
Yogyakarta.
_____________ 2007. Pemasaran Jasa. Bayumedia
publishing. Malang.
_____________ 2008. Strategi Pemasaran, Edisi 3.
Andi Offset. Yogyakarta.
_____________ 2010. Strategi Pemasaran, Edisi 2.
Andi Offset. Yogyakarta.
______________ 2012. Pemasaran Strategik, Andi
Offset. Yogyakarta.
Tuan, Ngunyen Minh. 2012. Effects of Service Quality
and Price Fairness on Student Satisfaction.
Umar, Husein . 2008. Metode Penelitian untuk Skripsi
dan Tesis Bisnis. Jakarta : PT RajaGrafindo
Persada.
Yovita,L. 2008. Penentuan Aktivitas Antioksidan,
Kadar fenolat Total dan Likopen pada Buah
Tomat (Solanum lycopersicum L.). Jurnal
Sains dan Teknologi Farmasi. 13(1):31-37.
Zeithaml, V. A., and Bitner, M. J.. 1996. Services
Marketing. 1 st edition. McGrawHill. New
York.
https://www.hestanto.web.id/citra-merek-brandimage-menurut-para-ahli.