Peran Mediasi Kepuasan Dalam Pengaruh Kualitas Pelayanan Dan Citra Institusi Terhadap Retensi Mahasiswa
DOI:
https://doi.org/10.30741/wiga.v7i2.337Keywords:
Kualitas Pelayanan, Citra Institusi, Kepuasan Mahasiswa, Retensi MahasiswaAbstract
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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References
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Ali, Faizan; Yuan Zhou, Kashif Hussain, Pradeep Kumar Nair, Neethiahnanthan Ari Ragavan. (2016). Does higher education service quality effect student satisfaction, image and loyalty?. Quality Assurance in Education, Vol. 24 Iss 1 pp. 70 – 94. DOI 10.1108/QAE-02-
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International Journal of Educational
Management Vol. 24 No. 1, 2010 pp.
73-85.
Archambault, Leo Z. (2008). Measuring Student Satisfaction and Its Impact on Student Retention : Developing a Combined Model For Use in Private, Post- Secondary Institutions. Nova Southeastern University : Dissertation (retrieved from ProQuest LLC).
Aspinall, Edward; Clive Nancarrow, Merlin Stone.(2001).The meaning and measurement of customer retention. Journal of Targeting, Measurement and Analysis for Marketing Vol. 10, 1, 79–
87.
Athiyaman, Adee. (1997). Linking student satisfactionand service
qualityperceptions: the case ofuniversity
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Marketing, Vol. 31 No. 7, 1997, pp.
528-540.
Barich, H. and Kotler, P. (1991).A Framework for marketing image management.Sloan Management Review, Vol. 32 No. 2, pp.
94 – 104.
Cabrera, A.F., A. Nora and M.
Castaneda.(1993).College persistence: Structural equations modeling test of an integrated model of student retention. Journal Higher Edu., 64: 123-39.
Cabrera, A.F., Castaneda, M.B., Nora, A., & Hengstler, D. (1992). The convergence
of two theories of college student
persistence. Journal of Higher
Education, 63 (2),143-164.
Canic, M.J. and McCarthy P.M. (2000). Service
Quality and Higher Education Do Mix.” Quality Progress, 9 : 41-46.
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States. HERDSA, 93-97. Retrieved
August 28th 2004, from www.ecu.edu.au/conferences/herdsa/mai
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Eakuru, N. & Matt, N. K. N. (2008). The application of structural equation
modelling (SEM) in determining the
antecedents of customer loyalty in banks in South Thailand. The Business Review, 10(2), 129-139.
Esmaeilpour, Majid; Sahebeh Barjoei.(2016).
The effect of corporate image on customer satisfaction through Brand
equity. Advances in Management
&Applied Economics, vol. 6, no. 4,
2016, 95-109.
Fornell, C., J. Cha. (1994), Partial least squares, in Bagozzi, R.P. (Ed.), Advanced
Methods of Marketing Research,
Blackwell, Oxford, pp. 52-78.
Gruber, Thorsten; Stefan Fuß, Roediger Voss. (2010). Examining student satisfaction
with higher education services: using a new measurement tool. International
Journal of Public Sector Management,
23 (2), pp. 105 - 123. DOI :
10.1108/09513551011022474.
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Helgesen, Øyvind, Erik Nesset. (2007).Images, Satisfaction and Antecedents: Drivers of Student Loyalty? A Case Study of a Norwegian University College. Corporate Reputation Review, Vol. 10, No. 1, pp. 38 –59.
Hennig-Thurau, T., Langer, M. F., & Hansen, U. (2001). Modeling and managing student
loyalty: An approach based on the
concept of relationship quality. Journal of Service Research, 3(4), 331–344. doi:10.1177/109467050134006.
Hill, F. (1995). Managing service quality in higher education: The role of the student
as primary consumer. Quality Assurance in Education, 3(3), 10-21.
Kara, Ali;Oscar W. DeShields, Jr. (2004).
Business Student Satisfaction, Intentions and Retention in Higher Education: An
Empirical Investigation. MEQ Vol 3
Fall 2004.
Kotler, Philip. (2009). Marketing Management
(In Indonesian). Jakarta : Erlangga.
Lu, Ching-Yuh; Long-Yi Lin.(2010). The influence of corporate image,relationship marketing, and trust on purchase intention: the moderating effects of word-of-mouth. Tourism Review Vol. 65 NO. 3, pp. 16-34. DOI
10.1108/16605371011083503.
Nguyen, Nha; Gaston LeBlanc. (2001). Image and reputation of higher education institutions in students' retention decisions. The International Journal of Educational Management; 2001; 15, 6/7, pp. 303 – 311.
Parasuraman, A., Zeithaml, V. & Berry, L. (1988). SERVQUAL: A multi-item
scale formeasuring consumer
perceptions of service quality. Journal of
Retailing, 64 (3),12-41.
Parasuraman, A., Zeithaml, V. A., & Berry, L.
L. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, 64(4), 420-450.
Polinsky, Tracy L. (2003). Understanding
Student Retention Through a Look at
Student Goals, Intentions, and Behavior. Journal of College Student Retention, Vol. 4 (4) pp. 361 – 376.
Ranaweera, Chatura, Praghu, Jaideep (2003). On the Relative Importance of Customer
Satisfaction and Trust as Determinants of Customer Retention and Positive Word of Mouth. Journal of Targeting,
Measurement and Analysis for
Marketing 12(September) 1, 82-90.
Rust, R. T. & Olivier, R. L. (1994). Service quality: new directions in theory of practice. Thousand Oaks: Sage.
Ruyter,K.D., J. Bloemer, P. Peeters. (1997).Merging service quality and
service satisfactionAn empirical test of an integrative model. Journal of
Economic Psychology 18 (1997) 387-
406.
Schinde, G. S. (2010). The relationship between students’ responses on the National Survey of Student Engagement (NSSE) and retention. Review of Higher Education and Self-Learning, 3(7), 54-
67.
Sickler, Stephanie L. (2013). Undergraduate
Student Perceptions of Service Quality As a Predictor of Student Retention in The First Two Years. Graduate College of Bowling Green State University : Dissertation (retrieved from ProQuest LLC).
Tan, K. C., & Kek, S. W. (2004). Service quality in higher education using an enhanced
SERVQUAL approach. Quality in
Higher Education, 10(1), 17–24.
Tinto, Vincent. (1993). Leaving College: Rethinking the Causes and cures of
student attrition, 2nd edition. Chicago: University of Chicago Press.
Tinto, Vincent. (1982). Limits of Theory and Practice in Student attrition. The Journal ofHigher Education, 53(6), 687-700.
Tinto, Vincent.(1975).Dropout from Higher
Education: A Theoretical Synthesis of
Recent Research. Review of Educational
Research, 45, 89-125.
10, 3, pp. 228 – 243.
Ali, Faizan; Yuan Zhou, Kashif Hussain, Pradeep Kumar Nair, Neethiahnanthan Ari Ragavan. (2016). Does higher education service quality effect student satisfaction, image and loyalty?. Quality Assurance in Education, Vol. 24 Iss 1 pp. 70 – 94. DOI 10.1108/QAE-02-
2014-0008.
Alves, H., & Raposo, M. (2006). Conceptual model of student satisfaction in higher
education. Total Quality Management &
Business Excellence, 18(5), 571-588. Alves H, Raposo M (2010). The influence of
university image on student behavior.
International Journal of Educational
Management Vol. 24 No. 1, 2010 pp.
73-85.
Archambault, Leo Z. (2008). Measuring Student Satisfaction and Its Impact on Student Retention : Developing a Combined Model For Use in Private, Post- Secondary Institutions. Nova Southeastern University : Dissertation (retrieved from ProQuest LLC).
Aspinall, Edward; Clive Nancarrow, Merlin Stone.(2001).The meaning and measurement of customer retention. Journal of Targeting, Measurement and Analysis for Marketing Vol. 10, 1, 79–
87.
Athiyaman, Adee. (1997). Linking student satisfactionand service
qualityperceptions: the case ofuniversity
education. European Journal of
Marketing, Vol. 31 No. 7, 1997, pp.
528-540.
Barich, H. and Kotler, P. (1991).A Framework for marketing image management.Sloan Management Review, Vol. 32 No. 2, pp.
94 – 104.
Cabrera, A.F., A. Nora and M.
Castaneda.(1993).College persistence: Structural equations modeling test of an integrated model of student retention. Journal Higher Edu., 64: 123-39.
Cabrera, A.F., Castaneda, M.B., Nora, A., & Hengstler, D. (1992). The convergence
of two theories of college student
persistence. Journal of Higher
Education, 63 (2),143-164.
Canic, M.J. and McCarthy P.M. (2000). Service
Quality and Higher Education Do Mix.” Quality Progress, 9 : 41-46.
Carey, K., Cambiano, R. L. & De Vore, J. B. (2002). Student to faculty satisfaction at a Midwestern university in the United
States. HERDSA, 93-97. Retrieved
August 28th 2004, from www.ecu.edu.au/conferences/herdsa/mai
n/papers/ref/pdf/ Carey.pdf
Chin, W.W. (1998). The partial least squares approach to structural equation modeling, in Marcoulides, G.A. (Ed.), Modern Methods for Business Research, Lawrence Erlbaum Associates, Mahwah, NJ, pp. 295-336.
Durivage, M. A. (2001). Student retention: A
community college challenge. (Doctoral
dissertation. Eastern Michigan University, 2001). ProQuest Information andLearning Company, (UMI 1407733). Retrieved March 30, 2017, from http://proquest.umi.com.library.capella.e du.
Eakuru, N. & Matt, N. K. N. (2008). The application of structural equation
modelling (SEM) in determining the
antecedents of customer loyalty in banks in South Thailand. The Business Review, 10(2), 129-139.
Esmaeilpour, Majid; Sahebeh Barjoei.(2016).
The effect of corporate image on customer satisfaction through Brand
equity. Advances in Management
&Applied Economics, vol. 6, no. 4,
2016, 95-109.
Fornell, C., J. Cha. (1994), Partial least squares, in Bagozzi, R.P. (Ed.), Advanced
Methods of Marketing Research,
Blackwell, Oxford, pp. 52-78.
Gruber, Thorsten; Stefan Fuß, Roediger Voss. (2010). Examining student satisfaction
with higher education services: using a new measurement tool. International
Journal of Public Sector Management,
23 (2), pp. 105 - 123. DOI :
10.1108/09513551011022474.
Hagedorn, L. S. (2005). How to define retention: a new look at an old problem. In A. Seidman 121 (Ed.), College Student Retention: Formula for Student Success (pp. 89-105). Westport: Praeger.
Helgesen, Øyvind, Erik Nesset. (2007).Images, Satisfaction and Antecedents: Drivers of Student Loyalty? A Case Study of a Norwegian University College. Corporate Reputation Review, Vol. 10, No. 1, pp. 38 –59.
Hennig-Thurau, T., Langer, M. F., & Hansen, U. (2001). Modeling and managing student
loyalty: An approach based on the
concept of relationship quality. Journal of Service Research, 3(4), 331–344. doi:10.1177/109467050134006.
Hill, F. (1995). Managing service quality in higher education: The role of the student
as primary consumer. Quality Assurance in Education, 3(3), 10-21.
Kara, Ali;Oscar W. DeShields, Jr. (2004).
Business Student Satisfaction, Intentions and Retention in Higher Education: An
Empirical Investigation. MEQ Vol 3
Fall 2004.
Kotler, Philip. (2009). Marketing Management
(In Indonesian). Jakarta : Erlangga.
Lu, Ching-Yuh; Long-Yi Lin.(2010). The influence of corporate image,relationship marketing, and trust on purchase intention: the moderating effects of word-of-mouth. Tourism Review Vol. 65 NO. 3, pp. 16-34. DOI
10.1108/16605371011083503.
Nguyen, Nha; Gaston LeBlanc. (2001). Image and reputation of higher education institutions in students' retention decisions. The International Journal of Educational Management; 2001; 15, 6/7, pp. 303 – 311.
Parasuraman, A., Zeithaml, V. & Berry, L. (1988). SERVQUAL: A multi-item
scale formeasuring consumer
perceptions of service quality. Journal of
Retailing, 64 (3),12-41.
Parasuraman, A., Zeithaml, V. A., & Berry, L.
L. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, 64(4), 420-450.
Polinsky, Tracy L. (2003). Understanding
Student Retention Through a Look at
Student Goals, Intentions, and Behavior. Journal of College Student Retention, Vol. 4 (4) pp. 361 – 376.
Ranaweera, Chatura, Praghu, Jaideep (2003). On the Relative Importance of Customer
Satisfaction and Trust as Determinants of Customer Retention and Positive Word of Mouth. Journal of Targeting,
Measurement and Analysis for
Marketing 12(September) 1, 82-90.
Rust, R. T. & Olivier, R. L. (1994). Service quality: new directions in theory of practice. Thousand Oaks: Sage.
Ruyter,K.D., J. Bloemer, P. Peeters. (1997).Merging service quality and
service satisfactionAn empirical test of an integrative model. Journal of
Economic Psychology 18 (1997) 387-
406.
Schinde, G. S. (2010). The relationship between students’ responses on the National Survey of Student Engagement (NSSE) and retention. Review of Higher Education and Self-Learning, 3(7), 54-
67.
Sickler, Stephanie L. (2013). Undergraduate
Student Perceptions of Service Quality As a Predictor of Student Retention in The First Two Years. Graduate College of Bowling Green State University : Dissertation (retrieved from ProQuest LLC).
Tan, K. C., & Kek, S. W. (2004). Service quality in higher education using an enhanced
SERVQUAL approach. Quality in
Higher Education, 10(1), 17–24.
Tinto, Vincent. (1993). Leaving College: Rethinking the Causes and cures of
student attrition, 2nd edition. Chicago: University of Chicago Press.
Tinto, Vincent. (1982). Limits of Theory and Practice in Student attrition. The Journal ofHigher Education, 53(6), 687-700.
Tinto, Vincent.(1975).Dropout from Higher
Education: A Theoretical Synthesis of
Recent Research. Review of Educational
Research, 45, 89-125.
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Published
2018-12-12
How to Cite
SULISTYAN, R. B., Pradesa, H. A., & Kasim, K. T. (2018). Peran Mediasi Kepuasan Dalam Pengaruh Kualitas Pelayanan Dan Citra Institusi Terhadap Retensi Mahasiswa. Wiga : Jurnal Penelitian Ilmu Ekonomi, 7(2), 77–78. https://doi.org/10.30741/wiga.v7i2.337
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