Analisis pengaruh kualitas layanan pada kepuasan dan loyalitas mahasiswa Magister Manajemen Universitas Gadjah Mada (MMUGM), Yogyakarta

TANUJAYA, Ronald, Naila Zulfa, SE., MA

2008 | Tesis | S2 Magister Manajemen

Studi ini bertujuan untuk mempelajari: variabel bebas (kualitas layanan) yang mempengaruhi kepuasan dan loyalitas mahasiswa Magister Manajemen Universitas Gadjah Mada (MM. UGM), Yogyakarta. Perubaban pada kualitas layanan mempengaruhi kepuasan mahasiswa, dan perubaban kepuasan akan mempengaruhi loyalitas mabasiswa. Pengukuran kualitas layanan (Service Quality) di\ak:ukan dengan menggunakan indikator model yang dikembangkan Mai (2005) dari kerangka Servqual. Indikator model kualitas layanan yang dikembangkan Mai (2005) didabului dengan analisis faktor untuk melihat pengelompokan variabel X. Setelah pengelompokan variabel diperoleh, selanjutnya variabel kualitas layanan (X) dan variabel kepuasan mahasiswa (Y) dianalisis menggunakan regresi berganda untuk membuktikan bahwa kualitas layanan mempengaruhi kepuasan mabasiswa. Selanjutnya variabel kepuasan mahasiswa (Y) dianalisis dengan variabel loyalitas mabasiswa (Z) menggunakan analisis regresi sederhana untuk membuktikan pengaruh kepuasan terbadap loyalitas mahasiswa. Dari basil analisis faktor, indikator kualitas layanan bisa dikelompokkan menjadi tiga variabe~ yaitu akademik (Xl); akses (X2); dan non-akademik (X3). Dari basil pengujian hipotesis pertama, terbukti bahwa kualitas layanan mempengaruhi kepuasan mahasiswa. Dan dari basil pengujian hipotesis ke dua, terbukti babwa kepuasan mahasiswa mempengaruhi loyalitas mabasiswa. Serta diketahui juga sebagian besar mabasi5wa puas pada kualitas layanan MM UGM Y ogyakarta.

This research planned to examine independent variable (service quality) that predicts satisfaction and loyalty of Master of Management, Gadjah Mada University's student in Y ogyakarta. The change of the service quality influences the students satisfaction, and the change of the student's satisfaction influence to the student's loyalty. The service quality' s measurement was done by using the indicators of the model that was developed by Mai (2005) from the servqual' s frame. The indicators of the service quality' s model that was developed by Mai (2005) was earlier done by the factor analysis to know the grouping of the X variable. After the grouping was gained, next, the service quality variable (X) and the students' satisfaction variable (Y) were analyzed by the multiple regressions to prove that the service quality influence the student's satisfaction. Then the students' satisfaction variable (Y) was analyzed together with the student's loyalty variable (Z) by the simple regression technique to prove that the student's satisfaction influence the student's loyalty. From the result of the factor analysis, service quality's indicator can be grouped in to 3 variables, those are: academic (XI); access (X2); and non-academic (X3). From the result of the first hypothesis test, it was proven that service quality influence the student's satisfaction. And as the result ofthe second hypothesis test, it was proven that the student's satisfaction influence the student's loyalty. And together with the results of the two hypothesis test, this research also found that most of the students ofMM GMU are satisfy to the service of the MM GMU, Yogyakarta

Kata Kunci : Analisis faktor,Kualitas layanan,Kepuasan dan loyalitas