Anteseden Loyalitas Mahasiswa pada Universitas di Lingkungan Al Washliyah Sumatera Utara

Abstract

Perguruan Tinggi (PT) saat ini semakin kompetitif sehingga para pengelolanya dituntut untuk memberikan perhatian yang lebih besar. Globalisasi dan perkembangan teknologi menyebabkan hal ini terjadi. Pengelola Perguruan Tinggi di Indonesia dituntut untuk melakukan perubahan dalam tata kelola. Hal yang sama terjadi pada tiga universitas di bawah Al Washliyah di Sumatera Utara, Indonesia. Tujuan dari penelitian adalah menganalisis anteseden loyalitas mahasiswa yang meliputi servicescape university, kualitas hubungan, citra universitas, dan kepuasan mahasiswa. Penelitian dilakukan di tiga universitas di bawah Al Washliyah, yakni: Univeritas Muslim Nusantara Alwashliyah, Universitas Al Washliyah Medan, dan Universitas Al Washliyah Labuhan Batu. Analisis data dalam penelitian ini meliputi analisis deskriptif dan analisis Structural Equation Modeling (SEM) dengan menggunakan SmartPLs. Hasil penelitian menunjukkan bahwa: (1) Servicescape University berpengaruh terhadap Citra Universitas, (2) Servicescape University berpengaruh terhadap Kepuasan Mahasiswa, (3) Servicescape University tidak berpengaruh terhadap Loyalitas Mahasiswa; (4) Servicescape University melalui Citra Universitas berpengaruh terhadap Loyalitas Mahasiswa, (5) Servicescape University melalui Kepuasan Mahasiswa berpengaruh terhadap Loyalitas Mahasiswa, (6) Kualitas Hubungan berpengaruh terhadap Citra Universitas, (7) Kualitas Hubungan berpengaruh terhadap Kepuasan Mahasiswa, (8) Kualitas Hubungan tidak berpengaruh terhadap Loyalitas Mahasiswa, (9) Kualitas Hubungan melalui Citra Universitas berpengaruh terhadap Loyalitas Mahasiswa, (10) Kualitas Hubungan melalui Kepuasan Mahasiswa berpengaruh terhadap Loyalitas Mahasiswa, (11) Citra Universitas berpengaruh terhadap Loyalitas Mahasiswa, dan (12). Kepuasan Mahasiswa berpengaruh terhadap Loyalitas Mahasiswa.

Higher Education Institutions (HEIs) are more competitive, so that HEI leaders are required to give greater attention. This condition is caused by globalization and technological developments. HEI Leaders in Indonesia are required to make changes in HEI governance. This case also happens at three universities under Al Washliyah in North Sumatra Province, Indonesia. The purpose of this study was to analyze the antecedents of student loyalty which includes servicescape university, relationship quality, university image, and student satisfaction. The research was conducted in three universities under Al Washliyah, namely: The University of the Muslim Nusantara Alwashliyah, Al Washliyah University in Medan, and Al Washliyah University in LabuhanBatu. Data analysis in this study includes descriptive analysis and Structural Equation Modeling (SEM) analysis using SmartPLs.The results showed that: (1) Servicescape University had an effect on University Image, (2) Servicescape University had an effect on the Student Satisfaction, (3) Servicescape University had no significantly effect on Student Loyalty; (4) Servicescape University through the University Image influences the Student Loyalty, (5) Servicescape University through the Student Satisfaction influences the Student Loyalty, (6) Relationship Quality influences the University Image, (7) Relationship Quality effects on Student’s Satisfaction, (8) Relationship Quality does not effect on Student Loyalty, (9) Relationship Quality through University Image influences Student Loyalty, (10) Relationship Quality through Student Satisfaction influences Student Loyalty, (11) University Image effects on Student Loyalty , and (12) Student satisfaction effects on the Student Loyalty.