Pengaruh Service Quality, Marketing Mix dan Kepuasan Mahasiswa terhadap Customer Loyalty

Rokhmat Subagiyo, M. Aqim Adlan

Abstract


The objective of the study was to analyze: (1) the influence of service quality factors directly and significantly to the satisfaction, (2) direct and significant influence of service marketing mix factor on student satisfaction, (3) the influence of service quality factor indirectly on the loyalty; (4) the influence of service marketing mix factor indirectly to loyalty, (5) the influence of student satisfaction factor directly to student loyalty. The research method used in this research was quantitative type explanatory research, sampling technique used was purposive sampling that was the active student of Banking Syariah IAIN Banking Tulungagung as much as 320 people. Analysis technique using path analysis. The result of this research is service quality had a significant effect on student satisfaction, marketing mix had significant effect to student's satisfaction, service quality had no significant effect to student loyalty, marketing mix had significant influence to student loyalty and student's satisfaction had significant effect to student loyalty.


Tujuan penelitian ini adalah untuk mengetahui : (1) pengaruh faktor kualitas pelayanan secara langsung dan signifikan terhadap kepuasan, (2) pengaruh faktor bauran pemasaran jasa secara langsung dan signifikan terhadap kepuasan (3) pengaruh faktor kualitas pelayanan secara tidak langsung terhadap loyalitas; (4) pengaruh faktor bauran pemasaran jasa secara tidak langsung terhadap loyalitas (5) pengaruh faktor kepuasan mahasiswa secara langsung terhadap loyalitas mahasiswa. Metode penelitian yang digunakan dalam penelitian adalah kuantitatif research dan jenis penelitian adalah eksplanotry research, teknik sampling yang digunakan adalah purposive sampling yaitu mahasiswa aktif jurusan Perbankan Syariah sebanyak 320 orang. Teknik analisis menggunakan analisis jalur (path analysis).Hasil penelitian ini adalah kualitas pelayanan berpengaruh signifikan terhadap kepuasan mahasiswa, bauran pemasaran berpengaruh signifikan terhadap kepuasan mahasiswa, kualitas pelayanan tidak berpengaruh signifikan terhadap loyalitas mahasiswa, bauran pemasaran berpengaruh signifikan terhadap loyalitas mahasiswa dan kepuasan mahasiswa berpengaruh signifikan terhadap loyalitas mahasiswa.

Keywords


Kualitas Pelayanan; Bauran Pemasaran; Kepuasan Mahasiswa; Loyalitas Mahasiswa

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DOI: http://dx.doi.org/10.21067/jem.v13i1.1567

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