THE INFLUENCE OF SERVICE MARKETING MIX AND SERVICE QUALITY ON STUDENTS' SATISFACTION IN JAMBI UNIVERSITY, INDONESIA

Dahmiri, Ade Octavia, Sharah Raja, Fatricia
2017 International Journal of Economics, Commerce and Management United Kingdom   unpublished
This study aimed to analyze the influence of service marketing mix (X1) and service quality (X2) on students' satisfaction (Y) in Jambi University and to find the dominant variable affecting students satisfaction in Jambi University. This study took 100 students as samples with a stratified random sampling by the Slovin formulation. The research method used in this study was Multiple Linear Regression. The results showed that the variables of service marketing mix (X1) and service quality (X2)
more » ... rvice quality (X2) had strong influence on students' satisfaction (Y) in Jambi University. Simultaneously, variables X1 and X2 had significant influence on variable Y. Partially, service marketing mix and service quality had significant influence on students satisfaction (Y) in Jambi University. Variable of service quality (X2) was a more dominant variable in influencing students satisfaction (Y) in Jambi University.
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