PENGARUH KUALITAS JASA TUTORIAL ONLINE TERHADAP KEPUASAN, KOMITMEN DAN LOYALITAS MAHASISWA UNIVERSITAS TERBUKA

MULYANA, ANDY (2017) PENGARUH KUALITAS JASA TUTORIAL ONLINE TERHADAP KEPUASAN, KOMITMEN DAN LOYALITAS MAHASISWA UNIVERSITAS TERBUKA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Today's learning system based on Information and Communication Technology (ICT) has grown very rapidly. This learning system is known as e-learning. Universitas Terbuka (UT) as a distance university has been using e-learning in the learning process. The number of subjects and participants of e-learning or online tutorials continues to grow from the registration period 2013.1 - 2015.2., but the increase is not accompanied by an increase in user retention of online tutorials. Decrease in retention rates can be justified as low loyalty of online tutorial student users. The main objective of this study is to examine the interrelation among student loyalty antecedents, ie service quality, student satisfaction and student commitment. The population of this research is student of online tutorial tutorial during registration 2017.1. The sample size of 316 students obtained through nonprobability sampling method with judgmental sampling technique. Data collection was conducted by survey of online questionnaire on google docs website. Data were analyzed descriptively and quantitatively using descriptive analysis and Structural Equation Modeling (SEM). The result of hypothesis testing shows the influence of service quality to student's satisfaction and commitment. In addition, student satisfaction influences student commitment. Student commitment ultimately affects student loyalty. This research shows that there is no effect of service quality and student satisfaction on student loyalty. Keywords: service quality, satisfaction, commitment, loyalty Dewasa ini sistem belajar berbasis Teknologi Informasi dan Komunikasi (TIK) telah berkembang sangat pesat. Sistem pembelajaran ini dikenal dengan istilah e- learning. Universitas Terbuka (UT) sebagai perguruan tinggi jarak jauh telah menggunakan e-learning dalam proses belajar mengajar. Jumlah matakuliah dan peserta e-learning atau tutorial online terus bertambah dari masa registrasi 2013.1 – 2015.2., tetapi peningkatan tersebut tidak dibarengi dengan peningkatan retensi pengguna tutorial online. Penurunan tingkat retensi dapat dijustifikasi sebagai rendahnya loyalitas mahasiswa pengguna tutorial online. Tujuan utama dari penelitian ini adalh menguji interelasi diantara anteseden loyalitas mahasiswa, yaitu kualitas jasa, kepuasan mahasiswa dan komitmen mahasiswa. Populasi penelitian adalah mahasiswa pengguna tutorial online masa registrasi 2017.1. Ukuran sampel sebesar 316 mahasiswa yang diperoleh melalui metode nonprobability sampling dengan teknik judgemental sampling. Pengumpulan data dilakukan secara survei kuesioner online pada situs google docs. Data dianalisis secara deskriptif maupun kuantitatif menggunakan analisis deskriptif dan Structural Equation Modeling (SEM). Hasil pengujian hipotesis menunjukkan pengaruh kualitas jasa terhadap kepuasan dan komitmen mahasiswa. Selain itu, kepuasan mahasiswa berpengaruh terhadap komitmen mahasiswa. Komitmen mahasiswa pada akhirnya berpengaruh terhadap loyalitas mahasiswa. Penelitian ini menunjukkan bahwa tidak adanya pengaruh kualitas jasa dan kepuasan mahasiswa terhadap loyalitas mahasiswa. Kata kunci: kualitas jasa, kepuasan, komitmen, loyalitas

Item Type:	Thesis (S2)
Call Number CD:	CDT-551-17-092
NIM/NIDN Creators:	55115110127
Uncontrolled Keywords:	kualitas jasa, kepuasan, komitmen, loyalitas, MPS, manajemen pemasaran
Subjects:	600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
Divisions:	Pascasarjana > Magister Manajemen
Depositing User:	MELATI CAHYA FITRIANI
Date Deposited:	22 Jun 2022 04:34
Last Modified:	22 Jun 2022 04:34
URI:	http://repository.mercubuana.ac.id/id/eprint/63843

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