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Efforts to Increase Loyalty of UM Jember Master of Management RPL Students Based on Satisfaction and Service Quality
Abstract
Competition is increasing in every line of business, including competition in getting students for higher education institutions, especially in Jember Regency. RPL is a university effort to appreciate people whose past performance is recognized as a course. The aim of this research is to determine and analyze the role of service quality and student satisfaction on the loyalty of RPL Master of Management FEB UM Jember students. The research population was all RPL Master of Management students at UM Jember, totaling 75 people. The sample was determined to be 1st semester RPL students because they had received services from the management master's study program, totaling 50 students. The data analysis method used is descriptive analysis, validity testing and also reliability testing for testing measuring instruments, then research hypothesis testing is also carried out. The results of data analysis show that service quality influences customer satisfaction. Service quality influences student loyalty. Customer satisfaction influences customer loyalty among RPL Master of Management students at UM Jember.
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DOI: https://doi.org/10.33258/birci.v7i2.7877
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