PENGARUH KUALITAS LAYANAN AKADEMIK DAN PROMOSI TERHADAP KEPUASAN MAHASISWA UNTUK MEREKOMENDASIKAN UNIVERSITAS MUHAMMADIYAH PALEMBANG
DOI:
https://doi.org/10.51878/cendekia.v5i3.6383Keywords:
Kualitas Layanan Akademik, Promosi, Kepuasan MahasiswaAbstract
ABSTRACT
This study aims to analyze the influence of academic service quality and promotion on student satisfaction, as well as its implications for students’ intention to recommend Universitas Muhammadiyah Palembang. The primary focus of this research is to determine the extent to which service quality and promotion contribute to shaping students’ positive perceptions of the institution, which ultimately affects their loyalty through the intention to recommend. This research employs a quantitative method with an associative approach to examine the relationships between variables within a single model framework. The study uses a survey method by distributing closed-ended questionnaires to respondents using a 5-point Likert scale. The population consists of all active students at Universitas Muhammadiyah Palembang, with a sample of 120 students selected through purposive sampling. Data analysis was conducted using multiple linear regression analysis with the assistance of SPSS version 26. The regression test results indicate that academic service quality and promotion have a positive and significant effect on student satisfaction. Furthermore, student satisfaction also has a proven positive and significant effect on their intention to recommend the university. These findings suggest that improving academic service quality and implementing effective promotional strategies are key factors in fostering student satisfaction and loyalty as campus ambassadors.
ABSTRAK
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas layanan akademik dan promosi terhadap kepuasan mahasiswa, serta implikasinya terhadap niat mahasiswa untuk merekomendasikan Universitas Muhammadiyah Palembang. Fokus utama penelitian ini adalah untuk mengetahui seberapa besar kontribusi kualitas layanan dan promosi dalam membentuk persepsi positif mahasiswa terhadap institusi, yang pada akhirnya memengaruhi loyalitas mereka melalui niat merekomendasikan. Jenis penelitian yang digunakan adalah kuantitatif dengan pendekatan asosiatif, yaitu untuk melihat hubungan antarvariabel dalam satu kerangka model. Penelitian ini menggunakan metode survei dengan menyebarkan kuesioner tertutup kepada responden menggunakan skala Likert 1–5. Populasi dalam penelitian ini adalah seluruh mahasiswa aktif Universitas Muhammadiyah Palembang, dengan jumlah sampel sebanyak 120 mahasiswa yang dipilih menggunakan teknik purposive sampling. Teknik analisis data menggunakan analisis regresi linear berganda dengan bantuan perangkat lunak SPSS versi 26. Hasil uji regresi menunjukkan bahwa kualitas layanan akademik dan promosi berpengaruh positif dan signifikan terhadap kepuasan mahasiswa. Selanjutnya, kepuasan mahasiswa juga terbukti memiliki pengaruh positif dan signifikan terhadap niat mahasiswa untuk merekomendasikan universitas. Temuan ini menunjukkan bahwa peningkatan mutu layanan akademik dan strategi promosi yang efektif menjadi kunci penting dalam membangun kepuasan dan loyalitas mahasiswa sebagai duta kampus.
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