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PENGARUH KUALITAS PELAYANAN DAN NILAI PELANGGAN TERHADAP CITRA SERTA DAMPAKNYA PADA LOYALITAS MAHASISWA

Angga Sucitra Hendrayana, Universitas Terbuka, Upbjj Bandung, Jalan Panyileukan, Raya No, Soekarno -Hatta Bandung
unpublished
In the previous study conducted by Khoshmaram Ali, and Feyzipour Aram (2011) at Mobile Communication Company of Iran resulted in the conclusion that service quality have positive influence on value and customer satisfaction and image in creating loyality. This research was conducted with the intent to gain an overview on empirical facts that can be used as previous research findings on topic, but in distance higher education services in Open University Regional office Bandung that is by
more » ... that is by researching impact of service quality, customer value against the image of Open University and its impact on the student loyalty The research method used is descriptive and explanatory survey. The analysis used to answering research purpose is path analysis method The population in this study is Non pendas student were enrolled and re-registration in Open University regional Office Bandung until the time of registration period 2013.1. Sampling was done by using simple random sampling method. The sample size is determined based on measurements samples method presented by Slovin, a selected number of samples were 100 respondents. Hypothesis testing results it is concluded that the effect of service quality and customer value affects image of by 70, 4%, service quality and customer value affect loyalty by 73.2% and image affect of loyalty at 37.6%. Abstrak Pada penelitian sebelumnya yang dilakukan oleh Khoshmaram Ali, dan Feyzipour Aram (2011) pada Iran Mobile Communication Company menghasilkan kesimpulan bahwa terdapat pengaruh positif kualitas pelayanan terhadap nilai dan kepuasan pelanggan dan citra perusahaan dalam menciptakan loyalitas. Penelitian ini dilakukan dengan maksud untuk memperoleh gambaran fakta-fakta empris yang dapat dijadikan temuan sesuai topik penelitian sebelumunya, namun pada jasa pendidikan tinggi jarak jauh di Unit program Belajar Jarak Jauh (UPBJJ) Universitas Terbuka (UT) Bandung yaitu dengan meneliti pengaruh kualitas pelayanan, nilai pelanggan terhadap citra dan dampaknya pada loyalitas mahasiswa Metode penelitian yang digunakan adalah metode deskriptif dan explanatory survey. Analisis yang digunakan untuk menjawab tujuan penelitian adalah dengan metode analisis jalur.Populasi dalam penelitian ini adalah mahasiswa Non Pendas yang terdaftar dan melakukan registrasi ulang di UPBJJ UT Bandung sampai dengan masa registrasi 2013.1 Pengambilan sampel dilakukan dngan menggunakan metode simple random sampling. Ukuran sampel ditentukan berdasarkan metode pengukuran sampel
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