PENGARUH KUALITAS PELAYANAN DAN CITRA TERHADAP KEPUASAN MAHASISWA PADA AKADEMI KEBIDANAN AISYIYAH PONTIANAK

Nurmalasari Nurmalasari

Abstract


This study discusses the influence between service quality and image of student satisfaction in Midwifery Academy Aisyiyah Pontianak. More specifically, the objectives of this study were 1) To determine the effect of service quality on student satisfaction Midwifery Academy Aisyiyah Pontianak, 2) To determine the effect of imagery on student satisfaction Midwifery Academy Aisyiyah Pontianak, 3) To determine the effect of service quality and image of the Midwifery Academy student satisfaction Aisyiyah Pontianak.The population in this study are all active students of the Academy of Midwifery Aisyiyah Pontianak, amounting to 422 people. The samples using stratified random sampling method Proportionated. Withdrawal number of samples using the formula Slovin and samples obtained in this study as many as 81 people. This study used a multiple linear regression analysis with the application of statistical software Special Package for Science (SPSS) version 17.0. The results showed that: 1) The quality of service and a significant positive effect on student satisfaction Midwifery Academy Aisyiyah Pontianak, 2) image is positive but not significant effect on student satisfaction Midwifery Academy Aisyiyah Pontianak, 3) quality of service and image (simultaneously) and the positive effect exhibited significantly to student satisfaction Midwifery Academy Aisyiyah Pontianak, amounting to 51.3% which means that the quality of service and the image has a significant effect on satisfaction. And the remaining 48.7% is influenced by other factors not addressed in this study.


Keywords: Quality of Service, Image and Satisfaction


Full Text:

PDF

References


Buchari Alma. 2004. Manajemen Pemasaran dan Pemasaran Jasa. Bandung : Penerbit Alfabeta.

Kotler, P. Manajemen Pemasaran. 1997. Jakarta. Prenhallindo.

Kotler, P. dan Armstrong, G. 1998. Prinsip-Prinsip Pemasaran. Jakarta. Erlangga

___. 1999. Prinsip-Prinsip Pemasaran. Edisi Ketiga. Jakarta. Erlangga

___. 2004. Prinsip-Prinsip Pemasaran. Edisi Kedelapan. Jakarta. Erlangga.

Noor, J. DR. Metodologi Penelitian. 2012. Jakarta. Kencana Prenada Media Group.

Parasuraman, A., V.A. Zeithaml, and L.L. Berry. A Conceptual Model of Service Quality and it’s Implication for Future Research. Journal of Marketing vol 49 (Fall 1985):41-50.

Qomariah, N. 2012. Pengaruh Kualitas Layanan dan Citra Institusi terhadap Kepuasan dan Loyalitas Pelanggan (Studi pada Universitas Muhammadiyah di Jawa Timur). Jurnal Aplikasi Manajemen Vol.10 No.1

Sugiyono. 2004. Metode Penelitian Bisnis. Bandung. Alfabeta.

___. 2012. Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung. Alfabeta.

Tjiptono, F. 2000. Strategi Pemasaran. Yogyakarta. Andi Offset. .2011. Pemasaran Jasa. Sleman. Bayumedia Publishing




p-ISSN  2339-1928

e-ISSN 2579-633X


Editor's Address:

AMIK BSI Pontianak

Jl. Abdurrahman Saleh No.18 A Pontianak, Kalimantan Barat 78124

Telp : (0561)583924

Fax : (0561) 583934

Email : jurnalkhatulistiwainformatika@bsi.ac.id 

Jurnal Khatulistiwa Informatika Indexed by: