Bauran Pemasaran Jasa, Citra, dan Kepuasan Mahasiswa: Sebuah Kajian Perguruan Tinggi Swasta di Kediri

  • Sri Aliami Universitas Nusantara PGRI Kediri
  • Ema Nurzainul Hakimah Universitas Nusantara PGRI Kediri
Abstract views: 287 , PDF (Bahasa Indonesia) downloads: 306

Abstract

Business in education can be classified as a service business. The main principle to run this type of business is to develop and maintain the trust of society as well as to give satisfaction value through various strategies. Based on the fact universities must be able to manage the available resources to fulfill the students’ expectations. The objective of this study is to analyze the effect of the service marketing mix and image of higher education on partial and simultaneous satisfaction. Service marketing mix in this research cover product, price, place, promotion, people, physical evidence, and process. At the same time, the indicators of an image are reputation, tradition, and the identity of a university. Students’ satisfaction can be identified by their desire to reuse the product, the level of file a complaint, giving recommendations to other consumers, the pride of using the product, and obey the regulations. The population is the students of the University of Nusantara PGRI Kediri. The sample total of 81 students using the technique proportional stratified sampling. Used a questionnaire to collect the data and analyzed using multiple linear regression. The Results of the research proved that service marketing mix and image influence significantly in both partial and stimulant towards the satisfaction.

References

Alma, Buchari. 2016. Manajemen Pemasaran dan Pemasaran Jasa. Bandung : Alfabeta.

Andreassen, T. W., 1994. Satisfaction, Loyalty, and Reputation as Indicators of Customer Orientation in the Public Sector. International Journal of Public Sector Management, Vol. 7(2). (Hlm. 16-34).

Arikunto, S. 2014. Prosedur Penelitian Suatu Pendekatan Praktik. Jakarta: Rineka Cipta.

Bloomer, J. Andde Ruyter, K. 2002. On The Relationship Between Store Image, Store Satisfaction and Store Loyalty. European Jurnat of Marketing. Vol. 32 No. 5/6. (Hlm. 499-513).

Cengiz, Ekrem danYayla, Hilmi Erdogan. 2007. The Effect of Marketing Mix on Positive Word of Mouth Communication: Evidence from Accounting Offices in Turkey. Journal of Innovative Marketing, Vol. 3, Issue 4. April 11th , 2011. http://www.aabri.com/manuscripts/10627.pdf

Jasfar, Farida. 2009. Manajemen Jasa: Pendekatan Terpadu. Jakarta: GHlm.ia Indonesia.

Kotler, Philip, and Gary Armstrong, 2015. Principles of Marketing. New Jersey: Prentice- International.

Muala, Al Ayed and Qurneh Al Majed. 2012. Assessing the Relationship between Marketing Mix and Loyalty through Tourists Satisfaction in Jordan Curative Tourism. Journal American Academic & Scholarly Research. Vol. 4. No. 2.

Nguyen, Nha dan Leblanc, Gaston. 2001. ”Corporate Image and Corporate Reputation in Customer’s Retention Decisions in Service” Journal Of Retailing And Consumer Services. Vol. 8, Hlm. 227-236.

Riduwan. 2017. Dasar-dasar Statistika. Bandung: Alfabeta.

Zeithaml, V. A. and Bitner, M. J. 2000. Services Marketing: Integrating Customer Focus Across The Firm. McGraw-Hill.

Idmat. 2011. Keluhan Pelanggan. (http://ft.unmul.ac.id/index.php/id/keluhan-pelanggan/keluhan. 11 Juli 2013, 11:24:23 GMT.

PlumX Metrics

Published
2020-11-19
How to Cite
Aliami, S., & Hakimah, E. N. (2020). Bauran Pemasaran Jasa, Citra, dan Kepuasan Mahasiswa: Sebuah Kajian Perguruan Tinggi Swasta di Kediri. Efektor, 7(2), 98-108. https://doi.org/10.29407/e.v7i2.14473

Most read articles by the same author(s)