PENGARUH FAKTOR-FAKTOR PEMBENTUK LOYALITAS MAHASISWA UNIVERSITAS TERBUKA
Keywords: commitment, kepuasan, komitmen, kualitas jasa, loyalitas, loyalty, quality of service, reputasi, reputation, satisfaction
Abstract
Online tutorials is one form of e-learning are given UT. Since the registration period 2013.1 - 2014.2, the number of courses offered in Tuton increased 11% and participants increased 52%. Although Tuton has been growing rapidly, but the total decline in the number of students from the registration period 2013.1 to 2015.1. A decrease in the number of students can be justified as an indicator of lack of loyalty or retention of students. The main objective of this study was to test the relationships between the antecedents of loyalty, service quality, commitment, satisfaction, and reputation. The study population was coming from four faculties and one graduate program.Non probability method of sampling with judgmental sampling technique used in this study. The minimum required sample size of 200 respondents. Survey data collection is done by inviting respondents by email to fill out a questionnaire online in google site. Then the data were analyzed either descriptively and quantitatively using descriptive analysis and Structural Equation Modeling (SEM). Results of hypothesis testing showed 6 of 7 hypothesis is accepted with significant results. The sixth hypothesis are the influence of the quality of services to satisfaction; the effect on the reputation of the quality of services; the effect of commitment to student satisfaction; the effect of satisfaction to reputation; the effect of satisfaction on loyalty; and the effect of reputation on loyalty. As for the hypothesis is rejected is the effect of the reputation on commitment.
Tutorial online merupakan salah satu bentuk e-learning yang diberikan UT.Sejak masa registrasi 2013.1-2014.2, jumlah mata kuliah yang ditawarkan dalam tuton bertambah sebesar 11% dan peserta tuton meningkat 52%. Walaupun tuton telah berkembang pesat, tetapi secara total terjadi penurunan jumlah mahasiwa dari masa registrasi 2013.1 hingga 2015.1. Penurunan jumlah mahasiswa dapat dijustifikasi sebagai salah satu indikator rendahnya loyalitas atau retensi mahasiswa.Tujuan utama dari penelitian ini adalah menguji relasi-relasi diantara anteseden loyalitas, yaitu kualitas jasa, komitmen, kepuasan, dan reputasi.Populasi penelitian ini adalah peserta tuton masa registrasi 2015.1 yang berasal dari 4 fakultas dan 1 program pascasarjana.Metode nonprobability sampling dengan teknik judgemental sampling digunakan dalam penelitian ini. Adapun ukuran sampel yang diperlukan minimum 200 responden. Pengumpulan data dilakukan secara survei dengan mengundang responden melalui surel untuk mengisi kuesioner online dalam situs google. Kemudian data dianalisis baik secara deskriptif maupun kuantitatif menggunakan analisis deskriptif dan analisis Structural Equation Modelling (SEM). Hasil pengujian hipotesis menunjukkan 6 dari 7 hipotesis diterima dengan hasil yang signifikan. Keenam hipotesis tersebut adalah pengaruh kualitas jasa terhadap kepuasan; pengaruh kualitas jasa terhadap reputasi; pengaruh komitmen terhadap kepuasan mahasiswa; pengaruh kepuasan terhadap reputasi; pengaruh kepuasan terhadap loyalitas; dan pengaruh reputasi terhadap loyalitas. Adapun satu hipotesis yang ditolak adalah pengaruh komitmen terhadap reputasi.
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