MODERASI CITRA LEMBAGA DALAM PENGARUH KUALITAS PELAYANAN AKADEMIK TERHADAP KEPUASAN DAN LOYALITAS

Dody Mulyanto, Supriyanta Supriyanta

Abstract


Penelitian bertujuan untuk menganalisis pengaruh kualitas layanan pendidikan terhadap kepuasan dan loyalitas, serta pemoderasian citra lembaga dalam pengaruh kualitas pelayanan pendidikan terhadap kepuasan dan loyalitas. Obyek penelitian ini adalah taruna yang ada di Akademi Pelayaran Nasional Surakarta. Sampel yang digunakan dalam penelitian ini sebanyak 248 responden. Teknik pengumpulan data yang digunakan dalam penelitian ini adalah dengan kuesioner. Teknik analisis data yang digunakan dalam penelitian ini adalah dengan uji regresi linier berganda dan moderating regression analysis (MRA). Temuan penelitian ini adalah kualitas pelayanan pendidikan dan citra lembaga mempunyai pengaruh positif dan signifikan terhadap kepuasan dan loyalitas. Sedangkan citra lembaga memoderasi (menguatkan) pengaruh kualitas pelayanan pendidikan terhadap kepuasan dan loyalitas.


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