SUHERMAN, SUHERMAN (2017) Pengaruh Kualitas Pelayanan Persepsi Harga dan Brand Image Terhadap Kepuasan Mahasiswa. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
This study aims to examine and analyze the influence of service quality, price perception and brand image of institution on student satisfaction of Universitas Mercu Buana Menteng Jakarta. The sampling method used was convenience sampling and population consisted of students which still active college and minimum second semester. Sampling was done by sample size of 135 respondents. Data was analyzed with multiple regression analysis. The results showed that: (1) service quality has positive and significant effect on student satisfaction, (2) price perception has positive and significant effect on student satisfaction (3) the institution's brand image has positive and significant effect on student satisfaction. Research suggestion for the institution to make continuous improvements of the service quality especially on tangibles dimension to improve the student satisfaction. Keywords: Service quality, Satisfaction, Price perception, brand image Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh kualitas pelayanan, persepsi harga dan citra merek lembaga kepuasan mahasiswa dari Universitas Mercu Buana Menteng Jakarta. Metode sampling yang digunakan adalah convience sampling dan populasi terdiri dari siswa yang masih aktif kuliah dan semester II minimum. Pengambilan sampel dilakukan dengan ukuran sampel dari 135 responden. Data dianalisis dengan analisis regresi berganda. Hasil penelitian menunjukkan bahwa: (1) kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan mahasiswa, (2) persepsi harga memiliki positif dan berpengaruh signifikan terhadap kepuasan mahasiswa (3) citra merek lembaga memiliki positif dan berpengaruh signifikan terhadap kepuasan mahasiswa. Saran penelitian untuk lembaga untuk melakukan perbaikan terus menerus kualitas layanan khusus nya dari dimensi fisik “tangibles” untuk meningkatkan kepuasan mahasiswa. Kata kunci: kualitas pelayanan, persepsi harga, brand image, kepuasan mahasiswa.
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-551-17-012 |
| NIM/NIDN Creators: | 55114120126 |
| Uncontrolled Keywords: | Service quality, Satisfaction, Price perception, brand image.kualitas pelayanan, persepsi harga, brand image, kepuasan mahasiswa.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 |
| Depositing User: | UMMI RAHMATUSSYIFA |
| Date Deposited: | 31 Mar 2022 06:50 |
| Last Modified: | 20 Jun 2022 06:38 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/59188 |
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