Analysis of the Effect of Service Marketing Mix and Service Quality on Student Satisfaction at the Indonesian College of Management Science (STIMI) Banjarmasin
Keywords:Service Marketing Mix, Service Quality, Student Satisfaction
This study aims to test empirically and analyze the effect of the Service Marketing Mix and Service Quality on Student Satisfaction at the Indonesian College of Management Sciences (STIMI) Banjarmasin. Research Methods, in accordance with the research objectives that have been formulated, this study uses a level of explanation, namely research that intends to explain the position of the factors studied and the relationship between one factor and another. Thus this study explains the effect of Marketing Mix and Service Quality on Student Satisfaction of the Indonesian College of Management Sciences (STIMI) Banjarmasin. The research sample was 131 respondents with the sampling technique using the Slovin formula and analyzed with Multiple Regression Analysis using analysis tools SPSS 25.0 for Windows. The results of the study, the variable service marketing mix, and service quality simultaneously had a significant effect on student satisfaction at the Indonesian College of Management Sciences (STIMI) Banjarmasin. Service marketing mix with product elements, price place promotion people physical evidence, and process partially affect student satisfaction at the Indonesian College of Management Sciences (STIMI) Banjarmasin. Service quality with elements with dimensions of Tangible, Reliability, Responsiveness, Assurance, and Empathy affects student satisfaction at the Indonesian College of Management Sciences (STIMI) Banjarmasin. Service quality is more dominant than the service marketing mix. So, it can be concluded that the better the quality of services implemented or provided by the Indonesian College of Management (STIMI) Banjarmasin, the more student satisfaction will be.
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