PENGARUH FAKTOR KUALITAS JASA DAN HARGA TERHADAP LOYALITAS DENGAN MEDIASI KEPUASAN PADA MAHASISWA STIENUS YOGYAKARTA

Rini Susilawati

Abstract


This research is motivated by the conditions of competition in services university education s getting tight, so that university managers should create a new marketing strategy and find out what factors are able to maintain and achieve a higher market share . In this study data werecollected through questionnaire method against 141 student respondents STIENUS Yogyakarta which is the object of this study . Sampling technique in this study using accidental sampling method , namely the principle of coincidence , where the sample is determined by chance meets and respondents were considered suitable then that is selected to be sampled.( Ferdinand : 2006) . Then the analysis of the data obtained in the form of quantitative analysis include validity and reliability , the classic assumption test , test hypotheses through F test and t test analysis and test the coefficient of determination ( R2 ) . The data analysis technique used is multiple linear regersi analysis which serves to prove the research hypothesis . The data that have met the test of validity , reliability testing , and classical assumption processed to produce a regression equationas follows : Y1=0.778X1+0.222X2 Y2=0.220X1+0.159X2+0.319Y1 The results of the analysis found that the two factors of service quality and price has a positive and significant effect on customer loyalty . Hypothesis testing using t-test showed that the two independent variables studied was shown to significantly affect the dependent variable student loyalty . Then through the F test can be seen that the variable quality of service and price have a significant effect jointly to the student loyalty Figures R-square model I shows the results for 0528 , which means the variation of student satisfaction can be explained by the independent variables used in the regression equation was 52.8 % , while the remaining 47.2 % is influenced by other factors outside of the variables used in this study . While the rate of regression R-square for Model II produces a figure of 0 . 324 indicates that the independent varaiabel affect student loyalty , while the remaining 67.6 % percent is explained by variables other than the variables used in this study .
Keywords :quality of service , price , satisfaction , loyalty student

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