PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS MAHASISWA DENGAN VARIABEL MEDIASI KEPUASAN MAHASISWA
Keywords:
kualitas layanan, kepuasan mahasiswa, loyalitas mahasiswaAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan terhadap loyalitas mahasiswa, menganalisis pengaruh kualitas pelayanan terhadap kepuasan mahasiswa, menganalisis pengaruh kepuasan mahasiswa terhadap loyalitas mahasiswa, serta menganalisis pengaruh kualitas pelayanan terhadap loyalitas mahasiswa melalui kepuasan mahasiswa. Jenis penelitian ini adalah penelitian kuantitatif. Data diperoleh melalui angket. Populasi penelitian adalah semua mahasiswa Universitas Adi Buana Surabaya (UNIPA) sebanyak 7.318 mahasiswa. Sampel sebanyak 110 mahasiswa. Pemilihan sampel menggunakan metode Sampling Insidental. Teknik analisis data dilakukan secara kuantitatif dengan metode SEM (Structural Equation Modelling). Penelitian menyimpulkan bahwa kualitas pelayanan berpengaruh terhadap loyalitas mahasiswa, kualitas pelayanan berpengaruh terhadap kepuasan mahasiswa, kepuasan mahasiswa berpengaruh terhadap loyalitas mahasiswa, serta kualitas pelayanan berpengaruh secara tidak langsung terhadap loyalitas mahasiswa melalui variabel kepuasan mahasiswa. Kepuasan mahasiswa berperan sebagai pemediasi parsial hubungan antara kualitas pelayanan terhadap loyalitas mahasiswa.
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