Pengaruh Citra, Reputasi dan Kualitas Pelayanan terhadap Kepuasan dan Loyalitas Mahasiswa PTS di Jawa Timur (Studi pada STIE dengan Program Studi Terakreditasi)

Abstract

The objectives of this research are to examine and analyze: (1) whether the image of STIE influences students’ satisfaction; (2) whether the image of STIE influences students’ loyalty; (3) whether the reputation of STIE influences students’ satisfaction; (4) whether the reputation of STIE influences students’ loyalty; (5) whether the service quality of STIE influences students’ satisfaction; (6) whether the service quality of STIE influences students’ loyalty; (7) whether the students’ satisfaction influences students’ loyalty. Theoretically, the results of this research are to enrich and strengthen the science of marketing especially customer’s behavior theory. The research object was a number of accredited study programs of 12 STIE in Kopertis Wilayah VII - East Java. The number of respondents was 200 students. This is a causality research. The variables were measured using Likert Scale with 1 – 5 ladders.  Structural Equation Modeling (SEM) with software AMOS 5 was used to test hypothesis. The finding of the research can be described into two categories: 1. Supporting the previous research i.e.: a). Iof significantly influenced (directly and positively) students’ satisfaction and loyalty; b). Reputation of significantly influenced (directly and positively) students’ satisfaction and loyalty; c). Service quality of significantly influenced (directly and positively) students’ satisfaction; and d). Students’ satisfaction significantly influenced (directly and positively) students’ loyalty; and 2. Not supporting the previous research i.e.: Service quality of did not significantly influenced students’ loyalty.

Keywords: image, reputation, service quality, satisfaction and loyalty