MODEL PENINGKATAN KUALITAS PELAYANAN PADA PERGURUAN TINGGI DI RIAU
DOI:
https://doi.org/10.24034/j25485024.y2019.v3.i4.4179Keywords:
Kualitas pelayanan, kepuasan mahasiswa, loyalitas mahasiswa, word of mouth, structural equation modeling.Abstract
Tujuan penelitian ini adalah untuk menguji hubungan kualitas pelayanan, kepuasan mahasiswa, loyalitas mahasiswa dan word of mouth pada perguruan tinggi di propinsi Riau. Sampel yang digunakan adalah mahasiswa pada tiga belas university/college yang ada di Riau, sebanyak 1000 responden. Sebagai exogenous variable adalah kualitas pelayanan sedangkan endogenous variable adalah kepuasan mahasiswa, loyalitas mahasiswa dan word of mouth. Alat analisis yang digunakan dalam penelitian ini adalah structural equation modeling (SEM) dan analysis of variance (ANOVA) dan dibantu dengan menggunakan SPSS 21 dan AMOS 21. Hasil yang diperoleh menunjukkan adanya hubungan positif signifikan antara kualitas pelayanan dengan kepuasan mahasiswa, kepuasan mahasiswa dengan loyalitas mahasiswa dan loyalitas mahasiswa dengan word of mouth. Sedangkan hubungan antara kualitas pelayanan dengan loyalitas mahasiswa dan kepuasan mahasiswa dengan word of mouth tidak mempunyai hubungan positif yang signifikan.
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