Service Quality dan Pengaruhnya Terhadap Loyalitas dengan Kepuasan Mahasiswa Sebagai Variabel Intervening pada FEB- UNIDHA

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Haryeni - Haryeni
Nofri Yendra

Abstract

This study aimed to determine the effect of service quality dimensions Assurance, Empathy, Reliable, Responsiveness, Tangible on student satisfaction at the Faculty of Economics and Business, Dharma Andalas University. The next objective is to determine satisfaction on student loyalty from the Faculty of Economics and Business, Dharma Andalas University. The population in this study were students of the Faculty of Economics and Business, Dharma Andalas University (FEB Unidha), from 2015 to 2018. To calculate the proportion of the sample, proportionate stratified random sampling was used. This technique is used for grouping so that the number of samples is proportional. The number of samples in this study was 100 respondents. The data analysis technique used in testing the hypothesis of this research is the use of the Partial Least Square program. Based on the results of research on Service Quality and Its Effect on Loyalty with Student Satisfaction as an intervening variable, the results are summarized as follows: Assurance has a significant effect on Student Satisfaction, Empathy has no significant effect on Student Satisfaction, Reliable has no significant effect on Student Satisfaction, Responsiveness does not have a significant effect on Student Satisfaction, Tangible has a significant effect on Student Satisfaction, Satisfaction has a significant effect on Student Loyalty.


ABSTRAK


Tujuan penelitian ini adalah untuk mengetahui Pengaruh dimensi kualitas pelayanan Assurance, Emphaty, Reliable, Responsiveness, Tangible terhadap Kepuasan Mahasisa pada Fakultas Ekonomi Dan Bisnis, Universitas Dharma Andalas. Tujuan selanjutnya untuk mengetahui pengaruh kepuasan terhadap Loyalitas mahasiswa Fakultas Ekonomi Dan Bisnis  Universitas Dharma Andalas. Populasi dalam penelitian ini adalah mahasiswa Fakultas Ekonomi dan Bisnis Universitas Dharma Andalas (FEB Unidha) angkatan 2015 sampai dengan angkatan 2018. Untuk menghitung proporsi jumlah sampel, digunakan proportionate  stratified  random  sampling.  Teknik  ini  digunakan  untuk pengelompokan  agar  jumlah  dari  sampel  menjadi  proporsional.  Jumlah sampel penelitian ini adalah sebanyak 100 responden. Teknik analisis data yang digunakan dalam pengujian hipotesis penelitian ini   dengan pemanfaatan program Partial Least Square. Berdasarkan hasil penelitian mengenai Service Quality dan Pengaruhnya Terhadap Loyalitas dengan Kepuasan Mahasiswa sebagai variabel intervening, maka diperoleh hasil yang dirangkum sebagai berikut : Assurance berpengaruh signifikan terhadap Kepuasan Mahasiswa,   Emphaty tidak berpengaruh signifikan terhadap Kepuasan Mahasiswa, Reliable tidak berpengaruh signifikan terhadap Kepuasan Mahasiswa, Responsiveness tidak berpengaruh signifikan terhadap Kepuasan Mahasiswa,   Tangible   berpengaruh   signifikan   terhadap   Kepuasan   Mahasiswa, Kepuasan berpengaruh signifikan terhadap Loyalitas Mahasiswa.

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