SWASTA ANALISIS DETERMINAN LOYALITAS MAHASISWA UNIVERSITAS DI KOTA MEDAN
Henri Saragih, Anton AP Sinaga, Mislan Sihite, Winarto
(Fakultas Ekonomi Universitas Methodist Indonesia
Abstract
ABSTRAK Persaingan perguruan tinggi swasta di Indonesia semakin kompetitif disebabkan pertumbuhan perguruan tinggi swasta yang cukup tinggi. Konsekuensi dari persaingan ini pihak pengelola diharapkan mampu untuk meningkatkan loyalitas mahasiswanya. Kajian penelitian ini bertujuan untuk menganalisis sekaligus mengetahui determinan loyalitas mahasiswa universitas swasta di Kota Medan. Untuk tujuan tersebut dilakukan kajian pada sampel sebanyak 330 mahasiswa. Sampel diambil secara proporsional dengan metoda random sampling. Pendekatan yang digunakn dalam penelitian ini adalah Structural Equation Modeling (SEM). Berdasarkan hasil analisis yang dilakukan, disimpulkan: (1) Komitmen mahasiswa berpengaruh positif signifikan terhadap loyalitas mahasiswa; (2) Kepercayaan mahasiswa berpengaruh langsung positif signifikan terhadap loyalitas mahasiswa baik secara langsung, maupun melalui kepercayaan mahasiswa; (3) Kepuasan mahasiswa secara langsung berpengaruh negatif signifikan terhadap loyalitas mahasiswa dan akan menjadi positif signifikan melalui kepercayaan mahasiswa dan komitmen mahasiswa; (4) Kualitas pelayanan secara langsung berpengaruh negatif tidak signifikan terhadap loyalitas mahasiswa dan berpengaruh positif signifikan melalui kepuasan mahasiswa, kepercayaan mahasiswa, dan komitmen mahasiswa universitas; (5) Sistem Informasi Akademik berpengaruh negatif dan signifikan pada pengaruh kualitas pelayanana terhadap kepuasan mahasiswa; dan (6) Citra universitas berpengaruh negatif signidikan pada pengaruh kepuasan mahasiswa terhadap loyalitas mahasiwa. Kata kunci : Loyalitas Mahasiswa, Kualitas Layanan, Kepuasan Mahasiswa, Kepercayaan Mahasiswa, Komitmen Mahasiswa, Citra Universitas dan Sistem Informasi Akademik ABSTRACT The competition of private universities in Indonesia is increasingly competitive due to the high growth of private universities. The consequence of this competition is that the university leader is expected to be able to increase student loyalty. This research study aims to analyze and determine the determinants of student loyalty of private universities in Medan City. For this purpose a study was conducted on a sample of 330 students. Samples were taken proportionally by random sampling method. The approach used in this study is Structural Equation Modeling (SEM). Based on the results of the analysis carried out, it was concluded: (1) Student commitment has a significant positive effect on student loyalty; (2) Student trust has a significant direct positive effect on student loyalty both directly and through student trust; (3) Student satisfaction has a directly significant and negative effect on student loyalty and will be significantly positive through student trust and student commitment; (4) The service quality directly has a significant negative effect on student loyalty and has a significant positive effect through student satisfaction, student trust, and university student commitment; (5) Academic Information System has a negative and significant effect on the effect of service quality on student satisfaction; and (6) university image has a significant negative effect on the influence of student satisfaction on student loyalty. Keywords: Students Loyalty, Quality Service, Students Satisfaction, Students Confidence, Students Commitment, University Image and Academic Information System
Keywords: Students Loyalty, Quality Service, Students Satisfaction, Students Confidence, Students Commitment, University Image and Academic Information System
Topic: Manajemen Pemasaran