Model Analysis of Student Satisfaction Based on Campus Image and Quality of Service

The type of research used is explanatory research, which aims to explain the influence between variables through hypothesis testing. The latent variables used in this study are exogenous variables, namely Higher Education Image (CPT) and Service Quality (KLY). While the endogenous variable is Consumer Satisfaction (KEP). Data collection techniques using a Likert scale, namely the image scale contains 18 items which include 6 items on 3 indicators, the service quality scale contains 18 items which include 6 items on 3 indicators and the consumer satisfaction scale contains 30 items which include 6 items on 5 indicators. These items include favorable and unfavorable. The implementation of this research in June to July 2021 on 435 students which includes representatives of active male and female students at University X. The scale is distributed using Google Forms. The data analysis technique uses SEM because of its ability to present a comprehensive model, confirm the dimensions and a construct/factor and measure the effects and relationships theoretically. The software program used is PLS-Smart. The results of the study resulted in the following findings. First, there is the effect of Campus Image and Service Quality on Consumer Satisfaction of 0.780. Second, the image of Campus has a significant effect on consumer satisfaction of 0.246. Third, service quality has a significant effect on consumer satisfaction of 0.679. Keywords: Higher Education Image, Service Quality, Consumer Satisfaction DOI: 10.7176/JEP/12-34-01 Publication date: December 31st 202