Peran Mediasi Kepuasan Dalam Pengaruh Kualitas Pelayanan Dan Citra Institusi Terhadap Retensi Mahasiswa

  • RIZA BAHTIAR SULISTYAN STIE WIDYA GAMA LUMAJANG
  • Hafid Aditya Pradesa
  • Kasno T Kasim
Keywords: Kualitas Pelayanan, Citra Institusi, Kepuasan Mahasiswa, Retensi Mahasiswa

Abstract

Retensi mahasiswa bersifat penting bagi keberhasilan sebuah institusi pendidikan ti


ggi dan kepuasan


yang dirasakan mahasiswa merupakan faktor penting untuk mencapai retensi tersebut. Tujuan utama


penelitian ini adalah untuk menguji model yang terintegrasi dari kualitas layanan


dan citra institusi


terhadap retensi secara langsung maupun tidak langsung melalui kepuasan mahasiswa. Sekitar 106 siswa dari lima institusi pendidikan tinggi di sekitar Lumajang, Jawa Timur, turut berpartisipasi sebagai

responden dalam penelitian. Pemodelan persamaan struktural dengan basis pendekatan Partial  Least

Square (PLS) digunakan untuk menguji hipotesis yang dikembangkan dari kajian empiris sebelumnya. Dari tujuh hipotesis yang diajukan, hanya satu yang ditolak, yakni tidak adanya efek penting dari citra

institusi yang dirasakan mahasiswa terhadap retensi yang ditunjukkan. Dari data empiris dan model


konseptual yang telah dibangun,


hasil penelitian menunjukkan bahwa kepuasan mahasiswa memiliki


peran mediasi penting atas pengaruh kualitas layanan dan citra institusi yang dinilai oleh mahasiswa untuk mendorong kemauan tetap tinggal dan menyelesaikan studinya di perguruan tinggi. Hasil penelitian

menunjukkan temuan menarik yang menunjukkan bahwa kepuasan mahasiswa atas institusi pendidikan

tinggi lebih dipengaruhi oleh citra institusi dibandingkan dengan kualitas layanan. Berdasarkan temuan penelitian, gagasan untuk membangun citra institusi yang lebih baik dan memberikan layanan pendidikan yang berkualitas untuk mendorong kepuasan mahasiswa lebih tinggi menjadi sangat penting di industri

pendidikan mempertimbangkan bahwa secara umum dalam pemasaran biaya untuk menarik pelanggan jauh lebih tinggi daripada biaya untuk mempertahankannya.

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Published
2018-12-12