营销组合、服务质量和大学形象对学生忠诚度的影响

Proceedings of the Proceedings of the 1st International Conference on Economics, Management, Accounting and Business, ICEMAB 2018, 8-9 October 2018, Medan, North Sumatra, Indonesia Pub Date : 1900-01-01 DOI:10.4108/eai.8-10-2018.2288715

R. Radiman, S. Wahyuni, Jufrizen Jufrizen, M. Muslih, Dedek Kurniawan Gultom, S. Farisi

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引用次数: 7

摘要

本研究旨在探讨营销组合、服务品质和大学形象对学生忠诚度的影响。研究的主要目的分为调查营销组合对学生忠诚度的影响、调查服务质量对学生忠诚度的影响和调查大学形象对学生忠诚度的影响三个子目标。使用李克特量表向学生发放了多达200份问卷，但只回收了167份。数据处理采用SPSS 21版。结果显示，营销组合变量、服务质量、大学形象对学生忠诚度有显著的正向影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Effect Of Marketing Mix, Service Quality, And University Image On Student Loyalty

This research aims to investigate the impact of the marketing mix, service quality, and university image on student’s loyalty. The main purpose of the study is divided into three sub-goal of investigating the effect of the marketing mix on student’s loyalty, investigates the effect of service quality on student’s loyalty and investigates the influence of university image on student loyalty. Questionnaires were distributed to the students as much as 200 questionnaires using Likert scale, yet only 167 questionnaires are returned. To process the data is used SPSS version 21. The results showedmarketing mix variable, service quality, and university image and a significant positive effect on student loyalty.

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来源期刊

Proceedings of the Proceedings of the 1st International Conference on Economics, Management, Accounting and Business, ICEMAB 2018, 8-9 October 2018, Medan, North Sumatra, Indonesia

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