PENGARUH KUALITAS PELAYANAN DAN REPUTASI TERHADAP LOYALITAS MAHASISWA DI FAKULTAS KEDOKTERAN UNISBA
DAFTAR ISI
Halaman
ABSTRAK.....................................................................................i
ABSTRACT..................................................................................iii
KATA PENGANTAR.................................................................iv
DAFTAR ISI................................................................................ix
DAFTAR TABEL.....................................................................xiv
DAFTAR GAMBAR.................................................................xvi
BAB I PENDAHULUAN
1.1 Latar Belakang........................................................................1
1.2 Identifikasi Masalah...............................................................7
1.3 Tujuan Penelitian....................................................................7
1.4 Manfaat Penelitian..................................................................8
BAB II LANDASAN TEORI DAN KERANGKA
PEMIKIRAN
2.1 Pemasaran Perguruan Tinggi..................................................9
2.1.1 Pengertian manajemen pemasaran..............................10
2.1.2 Konsep pemasaran.......................................................11
ix
2.1.3 Lingkungan pemasaran...............................................13
2.1.4 Bauran pemasaran (marketing mix)............................16
2.2 Kualitas Pelayanan (Service Quality)..................................26
2.3 Dimensi Kualitas Pelayanan (Service Quality)....................27
2.4 Reputasi................................................................................28
2.5 Dimensi Reputasi.................................................................30
2.6 Loyalitas...............................................................................32
2.7 Dimensi Loyalitas................................................................35
2.8 Hubungan Antara Kualitas Pelayanan dan Reputasi..........36
2.9 Hubungan Antara Kualitas Pelayanan dan Loyalitas..........36
2.10 Hubungan Antara Reputasi dan Loyalitas.........................37
2.11 Kerangka Pemikiran dan Hipotesis.....................................38
BAB III METODE PENELITIAN
3.1 Objek Penelitian..................................................................39
3.2
3.3
Sejarah Fakultas Kedokteran Unisba..................................39
Visi, Misi, Tujuan, Sasaran, dan Strategi Pencapaian
Fakultas Kedokteran Unisba..............................................40
3.4
Sumber Daya Manusia Fakultas Kedokteran Unisba........
.............................................................................................44
3.5
Sarana dan Prasarana Fakultas Kedokteran Unisba............46
3.6
Metode Penelitian...............................................................46
3.7
Pengumpulan Data..............................................................47
3.8
3.7.1
Teknik Pengumpulan Data.................................47
3.7.2
Jenis dan Sumber Data.......................................49
Unit Analisis.......................................................................50
x
3.9
3.8.1
Populasi..............................................................50
3.8.2
Sampel...............................................................50
Instrumen Penelitian..........................................................51
3.9.1
Skala pengukuran...............................................51
3.10 Operasi Variabel Penelitian...............................................51
3.10.1
Variabel Penelitian.............................................51
3.10.2
Definisi operasional...........................................55
3.10.3
Pengukuran variabel penelitian..........................57
3.11 Metode Analisis.................................................................58
3.11.1
Pemodelan persamaan struktural (SEM)...........58
3.11.2
Evaluasi model...................................................59
3.11.3
Pengukuran model (measurement model)..........60
3.11.4
Kelayakan model struktural (goodness of fit).......
............................................................................61
BAB IV HASIL DAN PEMBAHASAN
4.1. Karakteristik Responden....................................................67
4.2. Analisis Deskriptif..............................................................71
4.2.1
Tanggapan Responden Mengenai Kualitas
Pelayanan (X)....................................................71
4.2.1.1
Tanggapan Responden Mengenai Teaching
(TC)...................................................................73
4.2.1.2
Tanggapan Responden Mengenai Administrative
Service (AS).......................................................75
4.2.1.3
Tanggapan Responden Mengenai Academic
Facilities (AF)....................................................77
xi
4.2.1.4
Tanggapan responden mengenai campus
infrastucture (CI)...............................................79
4.2.1.5
Tanggapan Responden Mengenai Support
Services (SS)......................................................81
4.2.1.6
Tanggapan Responden Mengenai
Internationalization (IN)....................................83
4.2.2
Tanggapan Responden Mengenai Reputasi
Mahasiswa (Z)...................................................85
4.2.3
Tanggapan Responden Mengenai Loyalitas
Mahasiswa (Y)...................................................87
4.3
Analisis Structural Equation Model (SEM)........................89
4.3.1
Uji Validitas CFA..............................................89
4.3.2
Uji Model Pengukuran Reliabilitas CFA...........90
4.3.3
Persamaan Model Pengukuran...........................91
4.3.4
Pengujian Hipotesis...........................................93
4.3.4.1
Pengaruh Kualitas Pelayanan terhadap Reputasi
...........................................................................94
4.3.4.2
Pengaruh Kualitas Pelayanan dan Reputasi
terhadap Loyalitas..............................................95
4.3.5
Uji Kesesuaian Model........................................97
4.3.6
Pengaruh langsung dan tidak langsung variabel
kualitas pelayanan (X) dan reputasi (Z) terhadap
loyalitas (Y)........................................................99
4.3.7
Pembahasan Hasil Penelitian.............................99
4.3.8
Implikasi Manajerial........................................103
xii
BAB V KESIMPULAN dan SARAN
5.1 Kesimpulan.......................................................................104
5.2
Saran..................................................................................105
DAFTAR PUSTAKA...............................................................107
xiii
Halaman
ABSTRAK.....................................................................................i
ABSTRACT..................................................................................iii
KATA PENGANTAR.................................................................iv
DAFTAR ISI................................................................................ix
DAFTAR TABEL.....................................................................xiv
DAFTAR GAMBAR.................................................................xvi
BAB I PENDAHULUAN
1.1 Latar Belakang........................................................................1
1.2 Identifikasi Masalah...............................................................7
1.3 Tujuan Penelitian....................................................................7
1.4 Manfaat Penelitian..................................................................8
BAB II LANDASAN TEORI DAN KERANGKA
PEMIKIRAN
2.1 Pemasaran Perguruan Tinggi..................................................9
2.1.1 Pengertian manajemen pemasaran..............................10
2.1.2 Konsep pemasaran.......................................................11
ix
2.1.3 Lingkungan pemasaran...............................................13
2.1.4 Bauran pemasaran (marketing mix)............................16
2.2 Kualitas Pelayanan (Service Quality)..................................26
2.3 Dimensi Kualitas Pelayanan (Service Quality)....................27
2.4 Reputasi................................................................................28
2.5 Dimensi Reputasi.................................................................30
2.6 Loyalitas...............................................................................32
2.7 Dimensi Loyalitas................................................................35
2.8 Hubungan Antara Kualitas Pelayanan dan Reputasi..........36
2.9 Hubungan Antara Kualitas Pelayanan dan Loyalitas..........36
2.10 Hubungan Antara Reputasi dan Loyalitas.........................37
2.11 Kerangka Pemikiran dan Hipotesis.....................................38
BAB III METODE PENELITIAN
3.1 Objek Penelitian..................................................................39
3.2
3.3
Sejarah Fakultas Kedokteran Unisba..................................39
Visi, Misi, Tujuan, Sasaran, dan Strategi Pencapaian
Fakultas Kedokteran Unisba..............................................40
3.4
Sumber Daya Manusia Fakultas Kedokteran Unisba........
.............................................................................................44
3.5
Sarana dan Prasarana Fakultas Kedokteran Unisba............46
3.6
Metode Penelitian...............................................................46
3.7
Pengumpulan Data..............................................................47
3.8
3.7.1
Teknik Pengumpulan Data.................................47
3.7.2
Jenis dan Sumber Data.......................................49
Unit Analisis.......................................................................50
x
3.9
3.8.1
Populasi..............................................................50
3.8.2
Sampel...............................................................50
Instrumen Penelitian..........................................................51
3.9.1
Skala pengukuran...............................................51
3.10 Operasi Variabel Penelitian...............................................51
3.10.1
Variabel Penelitian.............................................51
3.10.2
Definisi operasional...........................................55
3.10.3
Pengukuran variabel penelitian..........................57
3.11 Metode Analisis.................................................................58
3.11.1
Pemodelan persamaan struktural (SEM)...........58
3.11.2
Evaluasi model...................................................59
3.11.3
Pengukuran model (measurement model)..........60
3.11.4
Kelayakan model struktural (goodness of fit).......
............................................................................61
BAB IV HASIL DAN PEMBAHASAN
4.1. Karakteristik Responden....................................................67
4.2. Analisis Deskriptif..............................................................71
4.2.1
Tanggapan Responden Mengenai Kualitas
Pelayanan (X)....................................................71
4.2.1.1
Tanggapan Responden Mengenai Teaching
(TC)...................................................................73
4.2.1.2
Tanggapan Responden Mengenai Administrative
Service (AS).......................................................75
4.2.1.3
Tanggapan Responden Mengenai Academic
Facilities (AF)....................................................77
xi
4.2.1.4
Tanggapan responden mengenai campus
infrastucture (CI)...............................................79
4.2.1.5
Tanggapan Responden Mengenai Support
Services (SS)......................................................81
4.2.1.6
Tanggapan Responden Mengenai
Internationalization (IN)....................................83
4.2.2
Tanggapan Responden Mengenai Reputasi
Mahasiswa (Z)...................................................85
4.2.3
Tanggapan Responden Mengenai Loyalitas
Mahasiswa (Y)...................................................87
4.3
Analisis Structural Equation Model (SEM)........................89
4.3.1
Uji Validitas CFA..............................................89
4.3.2
Uji Model Pengukuran Reliabilitas CFA...........90
4.3.3
Persamaan Model Pengukuran...........................91
4.3.4
Pengujian Hipotesis...........................................93
4.3.4.1
Pengaruh Kualitas Pelayanan terhadap Reputasi
...........................................................................94
4.3.4.2
Pengaruh Kualitas Pelayanan dan Reputasi
terhadap Loyalitas..............................................95
4.3.5
Uji Kesesuaian Model........................................97
4.3.6
Pengaruh langsung dan tidak langsung variabel
kualitas pelayanan (X) dan reputasi (Z) terhadap
loyalitas (Y)........................................................99
4.3.7
Pembahasan Hasil Penelitian.............................99
4.3.8
Implikasi Manajerial........................................103
xii
BAB V KESIMPULAN dan SARAN
5.1 Kesimpulan.......................................................................104
5.2
Saran..................................................................................105
DAFTAR PUSTAKA...............................................................107
xiii