MENGUKUR KEPUASAN MAHASISWA DI UNIVERSITAS NEGERI MEDAN

Abstrak

Peningkatan kepuasan pelanggan dimotivasi oleh asumsi bahwa tingkat kepuasan yang tinggi akan berujung kepada semakin kuatnya tingkat kompetitif perguruan tinggi tersebut yang berdampak kepada lebih mudahnya menjaring peserta didik baru dan juga mempertahankan peserta didik yang sudah berperguruan tinggi di perguruan tinggi tersebut. Tujuan penelitian ini yaitu untuk menganalisis variabel student experience, institution image, dan perceived quality terhadap student satisfaction pada perguruan tinggi Universitas Negeri Medan. Penelitian dilakukan pada bulan maret 2023 menggunakan pendekatan kuantitatif eksplanatori dengan populasi seluruh mahasiswa Universitas Negeri Medan. Pengambilan sampel menggunakan random sampling kepada perwakilan setiap fakultas sebanyak 20 orang dengan total sampel berjumlah 200 responden. Analisis data yang digunakan melalui analisis jalur menggunakan PLS-SEM. Hasil penelitian menunjukkan bahwa student experience berpengaruh positif terhadap institution image dan student experience. Institution image juga berpengaruh terhadap student satisfaction. Selanjutnya, perceived value berpengaruh terhadap student satisfaction dan institution image.

Increasing customer satisfaction is motivated by the assumption that a high level of satisfaction will lead to a stronger level of competitiveness of the university, which will make it easier to recruit new students and also retain students who are already studying at the university. The purpose of this study is to analyze the variables of student experience, institution image, and perceived quality on student satisfaction at the State University of Medan. The study was conducted in March 2023 using a quantitative explanatory approach with a population of all students at the State University of Medan. Sampling used random sampling to representatives of each faculty as many as 20 people with a total sample of 200 respondents. Data analysis used path analysis using PLS-SEM. The results of the study showed that student experience had a positive effect on institution image and student experience. Institution image also affects student satisfaction. Furthermore, perceived value affects student satisfaction and institution image.