Quality of Educational Services and Experiential Marketing on Student Satisfaction and Its Implications on Student Trust Evidence
DOI:
https://doi.org/10.22441/jurnal_mix.2023.v13i3.015Keywords:
Quality of educational services, experiential marketing, student satisfaction, student trustAbstract
Objectives: This study aims to find out, examine, and obtain the results of an analysis of the quality of educational services, experiential marketing, student satisfaction, and student trust to determine the magnitude of the influence of the quality of educational services and experiential marketing on student satisfaction and its implications for trust.
Methodology: The method used is descriptive and verification. Determining the sample size in the study used the Slovin formula where a sample of 378 respondents was obtained.
Finding: The descriptive study found that the quality of educational services and experiential marketing was perceived as good, student satisfaction was perceived as satisfied, perceived trust was sufficient. Meanwhile, using SEM, the results show that there is an effect of the quality of educational services and experiential marketing on student satisfaction both partially and simultaneously, there is an effect of student satisfaction on student trust.
Conclusion: The quality of educational services for students of the management study program accredited A at Private University in Bandung Metropolitan is perceived as good, this is based on the results of the average score of respondents' answers being in the good category.
References
Bilegjargal Ganbold, K. P. (2023). Study of Educational Service Quality in Mongolian Universities. Sustainability (Switzerland), 15(1). https://doi.org/10.3390/su15010580
Chandra, T., Hafni, L., Chandra, S., Purwati, A. A., & Chandra, J. (2019). The influence of service quality, university image on student satisfaction and student loyalty. Benchmarking, 26(5), 1533–1549. https://doi.org/10.1108/BIJ-07-2018-0212
Fauzi, B., & Quintania, M. (2021). Pengaruh Experiential Marketing Terhadap Kepuasan Konsumen Dan Dampaknya Terhadap Loyalitas Konsumen. Journal of Management Reviews, 5(1), 621–631. http://jurnal.unigal.ac.id/index.php/managementreview
Ferreira, C. F. da C., Djo, M. K., Freitas, J. R., & Abi, M. T. (2021). The Impact of Service Quality on Customer Satisfaction: A Study on Higher Education Students in Timor-Leste. Timor Leste Journal of Business and Management, 3(2), 47–53. https://doi.org/10.51703/bm.v3i2.35
Heryanto, H., Hidayati, T., & Wahyuni, S. (2021). Pengaruh Experiential Marketing dan Kualitas Pelayanan terhadap Kepuasan Konsumen dan Word of Mouth. Syntax Literate ; Jurnal Ilmiah Indonesia, 6(1), 227. https://doi.org/10.36418/syntax-literate.v6i1.2277
Imania, L., & Widayanto. (2018). Pengaruh Experiential Marketing Dan Kepercayaan Merek (Brand Trust) Terhadap Kepuasan Pelanggan Melalui Keputusan Pembelian Berdasarkan hasil analisis perhitungan WarpPLS (Studi Kasus pada Konsumen Larissa Aesthetic Center cabang Panjaitan, Semarang). Administrasi Bisnis FISIP-Universitas Diponegoro, 2(1), 1–9.
Karuniatama, I. H., Barata, D. D., & Suyoto, Y. T. (2020). Pengaruh Experiential Marketing Terhadap Loyalitas Pelanggan Ritel Di Indonesia. Widyakala: Journal of Pembangunan Jaya University, 7(1), 28. https://doi.org/10.36262/widyakala.v7i1.277
Mailoor, T. R. ., Massie, J. D. ., & Tawas, H. N. (2021). Pengaruh Experiential Marketing Dan Kualitas Pelayanan Terhadap Repurchase Intention Melalui Kepuasan Konsumen Mobil Wuling Pada PT Kumala Cemerlang Abadi Wuling Motors Tomohon. Jurnal Riset Ekonomi, Manajemen, Bisnis, Dan Akuntansi., 9(3), 1644–1654. https://ejournal.unsrat.ac.id/index.php/emba/article/view/35926/33503
Md. Hafez. (2022). Student Satisfaction and Retention: Impact of Service Quality and Digital Transformation. Marketing and Management of Innovations, 13(4), 152–163. https://doi.org/10.21272/mmi.2022.4-14
Najimdeen, A. H. A., Amzat, I. H., & Ali, H. B. M. (2021). The Impact of Service Quality Dimensions on Students’ Satisfaction: A Study of International Students in Malaysian Public Universities. IIUM Journal of Educational Studies, 9(2), 89–108. https://doi.org/10.31436/ijes.v9i2.324
Permana, A., Aima, M. H., Ariyanto, E., & Nurmahdi, A. (2020). The Effect Of Academic Service Quality On Satisfaction And Loyalty Of Students University. Jurnal Ecodemica: Jurnal Ekonomi, Manajemen, Dan Bisnis, 4(2), 230–241. https://doi.org/10.31294/jeco.v4i2.7979
Pramesti, R. S. A., & Wardianto, K. B. (2022). Pengaruh Experiential Marketing dan Kualitas Pelayanan Terhadap Loyalitas Nasabah Melalui Kepuasan Nasabah (Studi pada Bank Rakyat Indonesia Kantor Cabang Bandar Jaya). Jurnal Kompetitif Bisnis, 1(7), 423. https://jkb.fisip.unila.ac.id/index.php/jkb/article/view/231
Pratiwi, L. A. (2021). Pengaruh experiential marketing terhadap loyalitas konsumen dengan kepuasan pelanggan sebagai variabel intervening. Jurnal Manajemen, 13(4), 684–691. https://doi.org/10.29264/jmmn.v13i4.10282
Prawasti, R., DH, A. F., & Kumadji, S. (2014). Pengaruh Experiential Marketing Dan Emotional Branding Terhadap Kepercayaan Merek, Kepuasan Pelanggan Dan Loyalitas Merek (Survai Pada Member Klinik Kecantikan Larrisa Aesthetic Center, Malang). Profit (Jurnal Administrasi Bisnis), 8(2).
Salbiyah, S., Nuraini, F., & Rosmaniar, A. (2019). The Effect of Academic Service Quality on Student Satisfaction Faculty of Economics and Business, University of Muhammadiyah Surabaya. Saudi Journal of Economics and Finance, 3(1), 10–22. https://doi.org/10.21276/sjef.2019.3.1.2
Subandi, S., & Hamid, M. S. (2021). Student Satisfaction, Loyalty, and Motivation As Observed From the Service Quality. Journal of Management and Islamic Finance, 1(1), 136–153. https://doi.org/10.22515/jmif.v1i1.3552
Talegeta, S., Worku, T., & Gemechu, A. (2018). Service Quality Nexus Students’ Satisfaction at Ambo University Selected Campuses, Ethiopia. Journal of Science and Sustainable Development, 6(1), 71–86. https://doi.org/10.20372/au.jssd.6.1.2018.083
Trisela, H. (2019). The influence of service quality, university image on student satisfaction and student loyalty. Jurnal Manajemen, 26(5), 1533–1549. https://doi.org/10.1108/BIJ-07-2018-0212
Yuliawan, E., & Ginting, M. (2016). Pengaruh Experiential Marketing Terhadap Kepuasan Nasabah pada PT Bank Mandiri Cabang Medan Balai Kota. Jurnal Wira Ekonomi Mikroskil, 6(1), 1–12. https://doi.org/10.55601/jwem.v6i1.253
Yuningsih, E., Gemina, D., & Silaningsih, E. (2021). Analisis Experiential Marketing Terhadap Kepuasan dan Loyalitas Pengguna Jasa Pariwisata. Jurnal Multidisiplin Madani, 1(3), 319–340. https://doi.org/10.54259/mudima.v1i3.276
Zena, P. A., & Hadisumarto, A. D. (2013). The Study of Relationship among Experiential Marketing, Service Quality, Customer Satisfaction, and Customer Loyalty. ASEAN Marketing Journal, 4(1). https://doi.org/10.21002/amj.v4i1.2030
Downloads
Published
How to Cite
Issue
Section
License
The copyright to this article is transferred to Universitas Mercu Buana (UMB) if and when the article is accepted for publication. The undersigned hereby transfers any and all rights in and to the paper including without limitation all copyrights to UMB. The undersigned hereby represents and warrants that the paper is original and that he/she is the author of the paper, except for material that is clearly identified as to its original source, with permission notices from the copyright owners where required. The undersigned represents that he/she has the power and authority to make and execute this assignment.
We declare that this paper has not been published in the same form elsewhere.
Furthermore, I/We hereby transfer the unlimited rights of publication of the above mentioned paper in whole to UMB. The copyright transfer covers the right to reproduce and distribute the article, including reprints, translations, photographic reproductions, microform, electronic form (offline, online) or any other reproductions of similar nature.
The corresponding author signs for and accepts responsibility for releasing this material on behalf of any and all co-authors. This agreement is to be signed by at least one of the authors who have obtained the assent of the co-author(s) where applicable. After submission of this agreement signed by the corresponding author, changes of authorship or in the order of the authors listed will not be accepted.
Retained Rights/Terms and Conditions
Although authors are permitted to re-use all or portions of the Work in other works, this does not include granting third-party requests for reprinting, republishing, or other types of re-use.
