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Model Persamaan Struktural Kualitas dan Biaya Jasa Terhadap Kepuasan dan Loyalitas Mahasiswa

Hisyam Ihsan
Pusat Penelitian Kebijakan Pendidikan dan Kebudayaan, Balitbang Kemendikbud
DOI: https://doi.org/10.24832/jpnk.v16i4.475
Submitted
Dec 15, 2016
Published
Jul 10, 2010
PDF
Citation
Ihsan, H. (2010). Model Persamaan Struktural Kualitas dan Biaya Jasa Terhadap Kepuasan dan Loyalitas Mahasiswa. Jurnal Pendidikan Dan Kebudayaan, 16(4), 418–435. https://doi.org/10.24832/jpnk.v16i4.475
Abstract

The objective of the study accordingly is to develop and verify the relationships model among various factors related to students’ satisfaction and loyalty and their status as effective participating partners of their educational institutions (Partnert-Participant), as well as the impact of these students’ attitudes and perceptions on the outcomes level of undergraduate program in a higher education. The relationship between the perceived quality of educational service as well as the price and the students’ satisfaction and loyalty are empiricall tested using Structural Equation Modeling (SEM). The result of the study supports the proposed applicative model which describes the attitudes and perception of the students both as consumers and as co-producer of the educational services in relation to their satisfaction and loyalty. The model concludes that the more positive the attitudes and the perceptions of the students to the educational process, the more satisfied and loyal the students will be, the better performance of higher education as the outcome in a long time perspective.

 

ABSTRAK

Penelitian ini bertujuan untuk mengembangkan dan memverifikasi model hubungan antara berbagai faktor yang terkait dengan kepuasan dan loyalitas mahasiswa, termasuk kedudukannya sebagai mitra partisipan efektif dari pendidikannya sendiri, sekaligus melihat dampak sikap dan persepsinya pada tataran hasil (outcome) dalam institusi pendidikan tinggi. Hubungan kualitas jasa pendidikan dan biaya jasa yang dialami dengan kepuasan dan loyalitas mahasiswa diuji secara empirik dengan menggunakan Model Persamaan Struktural (Structural Equation Modeling atau SEM). Hasil penelitian memberikan dukungan terhadap usulan model aplikatif yang menggambarkan sikap dan perilaku mahasiswa baik sebagai konsumen maupun mitra-partisipan terhadap layanan jasa pendidikan tinggi dalam memprediksi kepuasan dan loyalitas mahasiswa. Melalui model tersebut dapat disimpulkan bahwa makin berkualitas layanan jasa yang diberikan kepada mahasiswa menurut persepsi dan keterlibatannya akan semakin puas dan loyal mahasiswa tersebut dalam penyelenggaraan pendidikan; atau ekuivalen bahwa makin positif sikap dan perilaku mahasiswa terhadap penyelenggaraan pendidikan, akan semakin puas dan loyal mahasiswa tersebut, dan tentu saja berakibat akan semakin baik kinerja pendidikan tinggi ke depan dalam perspektif jangka panjang.

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