Pengaruh Service Quality, Marketing Mix dan Kepuasan Mahasiswa terhadap Customer Loyalty

Dr. Rokhmat Subagiyo, MEI, 197907212014031001 and M. Aqim Adlan, 197404162008011008 (2017) Pengaruh Service Quality, Marketing Mix dan Kepuasan Mahasiswa terhadap Customer Loyalty. Jurnal Modernisasi, 13 (1). pp. 1-15. ISSN 2502-4578

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Abstract

The objective of the study was to analyze: (1) the influence of service quality factors directly and significantly to the satisfaction, (2) direct and significant influence of service marketing mix factor on student satisfaction, (3) the influence of service quality factor indirectly on the loyalty; (4) the influence of service marketing mix factor indirectly to loyalty, (5) the influence of student satisfaction factor directly to student loyalty. The research method used in this research was quantitative type explanatory research, sampling technique used was purposive sampling that was active student of Banking Syariah IAIN Banking Tulungagung as much as 320 students. Analysis technique using path analysis. The result of this research was service quality had a significant effect to student satisfaction, marketing mix had significant effect to student's satisfaction, service quality had no significant effect to student loyalty, marketing mix had significant influence to student loyalty and student's satisfaction had significant effect to student loyalty.

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