PENGARUH PERCEIVED VALUE TERHADAP KEPUTUSAN KONSUMEN UNTUK MENGGUNAKAN JASA PENDIDIKAN DI UNIVERSITAS MERCU BUANA

DJILIHA, YULIUS (2010) PENGARUH PERCEIVED VALUE TERHADAP KEPUTUSAN KONSUMEN UNTUK MENGGUNAKAN JASA PENDIDIKAN DI UNIVERSITAS MERCU BUANA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Perceived value is a powerful factor in making use of services such as in educational services. Therefore, a research needs to be conducted to identify those values in this context. The purpose of this study is to determine the effect of perceived values of on the student satisfaction at Mercubuana. The perceived value indicators in this study include: want satisfaction, the knowledge, image, emotion, price / quality, and social. Both primary data and secondary data were employed. Primary data were gathered by distributing questionnaires to the Tier 2 students Mercubuana University Master of Management especially on campus Meruya. The accidental sampling technique was employed. Selected sample were of 100 students. Then test multicollinearity, heteroscedasticity, normality, F test, t test and multiple regression. Reliability and validity tests were employed From the multiple regression analysis, it was found that simultaneously all perceived value indicators had significant effect on student satisfaction. When seen, partially functional value and emotional aspects of value (price / quality) had significant influence. Results showed emotional variable values a high priority for students to use educational services in Mercu Buana University. From the findings, it was suggested that the University of Mercu Buana, to suit the needs of student achievement in lectures, improving the quality of education through revaluation program of study program, improving the reputation and image of the campus through activities and social studies, creating a positive impression. Further suggested that a development program on the lecturers is also needed to build the teachers’ capability in bringing the classes more alive.Perceived value dirasakan merupakan faktor yang sangat kuat dalam memanfaatkan layanan seperti pada pelayanan pendidikan. Oleh karena itu, penelitian perlu dilakukan untuk mengidentifikasi nilai-nilai dalam konteks ini. Tujuan penelitian ini adalah untuk mengetahui pengaruh nilai-nilai yang dirasakan dari pada kepuasan mahasiswa di Mercubuana. Indikator nilai yang dirasakan dalam studi ini meliputi: ingin kepuasan, pengetahuan, gambar, emosi, harga / kualitas, dan sosial. Baik data primer dan data sekunder digunakan. Data primer dikumpulkan dengan menyebarkan kuesioner ke mahasiswa Strata 2 Universitas Mercubuana Magister Management terutama di kampus Meruya. Teknik sampling kebetulan bekerja. Sampel yang dipilih dari 100 siswa. Kemudian uji multikolinearitas, heteroskedastisitas, normalitas, uji F, uji t dan regresi berganda. Reliabilitas dan validitas tes dipekerjakan Dari analisis regresi berganda ditemukan bahwa secara simultan semua indikator nilai yang dipersepsikan mempunyai pengaruh signifikan terhadap kepuasan mahasiswa. Bila dilihat, nilai sebagian fungsional dan aspek emosional nilai (harga / kualitas) memiliki pengaruh signifikan. Hasil penelitian menunjukkan variabel emosional nilai prioritas tinggi bagi siswa untuk menggunakan jasa pendidikan di Universitas Mercu Buana. Dari temuan, disarankan bahwa Universitas Mercu Buana, untuk memenuhi kebutuhan prestasi belajar siswa dalam kuliah, meningkatkan kualitas pendidikan melalui program penilaian kembali program studi, meningkatkan reputasi dan citra kampus melalui kegiatan dan studi sosial, menciptakan kesan positif. Selanjutnya menyarankan bahwa program pembangunan di dosen juga diperlukan untuk membangun kemampuan guru dalam membawa kelas lebih hidup.

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