MODEL CO-CREATION DAN IMPLIKASINYA TERHADAP LOYALITAS MAHASISWA PADA PERGURUAN TINGGI SWASTA : Studi pada PTS di Provinsi Sumatera Selatan

Muji Gunarto, - (2018) MODEL CO-CREATION DAN IMPLIKASINYA TERHADAP LOYALITAS MAHASISWA PADA PERGURUAN TINGGI SWASTA : Studi pada PTS di Provinsi Sumatera Selatan. S3 thesis, Universitas Pendidikan Indonesia.

Abstract

Persaingan perguruan tinggi swasta (PTS) di Indonesia sekarang ini semakin ketat,
sehinga tidak sedikit PTS yang mengalami kekurangan jumlah mahasiswa. Kondisi
ini dialami juga oleh beberapa PTS di Sumatera Selatan, dimana setiap tahun ajaran
baru banyak PTS yang mengalami kesulitan dalam mendapatkan mahasiswa baru.
Model pemasaran perguruan tinggi selama ini belum dilakukan secara holistik,
untuk itu perlu dilakukan kajian secara holistik melalui pendekatan manajemen
pemasaran di perguruan tinggi untuk mendapatkan loyalitas mahasiswa. Tujuan
penelitian ini adalah untuk mendapatkan model co-creation dan implikasinya
terhadap loyalitas mahasiswa sebagai strategi pemasaran jasa pendidikan tinggi di
Provinsi Sumatera Selatan. Desain penelitian menggunakan pendekatan
explanatory survey. Survey dilakukan pada PTS di Provinsi Sumatera Selatan dari
berbagai bentuk (Universitas, Sekolah Tinggi, Akademik dan Politeknik). Jumlah
responden sebanyak 357 orang mahasiswa dan alumni yang diambil dengan
multistage random sampling. Analisis data dilakukan dengan pendekatan structural
equation modeling (SEM) dan program LISREL. Hasil penelitian menunjukkan
bahwa model loyalitas mahasiswa pada PTS perlu mempertimbangkan berbagai
faktor secara holistik, meliputi internal marketing, ekternal merketing dan interaksi
marketing. Faktor internal marketing dalam model tersebut adalah kepuasan
mahasiswa (satisfaction), kepercayaan mahasiswa (trust) dan nilai pengalaman
mahasiswa (experience). Faktor ekternal marketing adalah citra perguruan tinggi
(image), sedangkan faktor interaksi marketing adalah co-creation antara mahasiwa
dengan PTS. Model co-creation yang dibangun di PTS berdampak bagi strategi
pemasaran baik dalam jangka pendek, menengah maupun dalam jangka panjang.
Model co-creation yang dibangun akan berdampak jangka pendek yaitu terciptanya
nilai pengalaman dan citra PTS yang baik. Dampak jangka menengah adalah
munculnya kepuasan dan kepercayaan baik secara langsung maupun tidak
langsung. Implikasi jangka panjang co-creation adalah terciptanya loyalitas
mahasiswa baik secara langsung maupun tidak langsung. Sehingga pengelola
pendidikan tinggi khususnya PTS diharapkan mampu melaksanakan strategi
kompetitif yang dapat menghasilkan nilai lebih bagi mahasiswa dan juga akan sulit
ditiru oleh kompetitor yaitu dengan mengembangkan model co-creation.;--Private higher education (PTS) in Indonesia today is getting tighter, no private university
suffered from the lack of students. This condition is experienced by some private
universities in South Sumatra. This research is conducted to develop loyalty model by
giving information, that is internal marketing through satisfaction and trust, external
marketing by creating image of college and interactive marketing with co-creation between
student and university. The purpose of this study is also to observe the co-creation of
student loyalty as a result of high education service in South Sumatera province. The design
of this study using a quantitative approach. The survey was conducted on private
universities in South Sumatera Province which studied 105 of various forms (University,
College, Academic and Polytechnic). The number of respondents in this study were 357
students and alumni from 32 PTS obtained at random. The data retrieval technique is done
by multistage random sampling. Data analysis was done in statistical and inferential
statistic with approach Structural Equation Modeling (SEM). The result of descriptive
analysis shows that respondent's perception for co-creation variable, student experience
value and university image in high category although still not optimal, while for student
satisfaction and loyalty variable is in medium category. From 12 hypothesis, there are 9
(nine) hypotheses that have significant influence and the rest (3 hypothesis) is not
significant, that is the relationship between co-creation with satisfaction, university image
with trust and university image with student loyalty. Factors forming student loyalty is cocreation,
student's satisfaction and trust. Factors affecting trust is co-creation and student
satisfaction, while student satisfaction is determined by the image of higher education and
experience value. The variables of trust, satisfaction, higher education image and
experience value are good interventions for co-creation with student loyalty. The novelty
of this research is in addition to the model of student loyalty formation in private higher
education, and also to produce co-creation model in good education project in short,
medium and long term. PTS is expected to be able to implement competitive strategies that
can generate more value for students and will also be difficult to imitate by competitors
that is by developing co-creation.

	Text D_MAN_1503292_Title.pdf Download (39kB)
	Text D_MAN_1503292_Abstract.pdf Download (213kB)
	Text D_MAN_1503292_Table_of_Content.pdf Download (310kB)
	Text D_MAN_1503292_Chapter1.pdf Download (489kB)
	Text D_MAN_1503292_Chapter2.pdf Restricted to Staf Perpustakaan Download (1MB)
	Text D_MAN_1503292_Chapter3.pdf Download (948kB)
	Text D_MAN_1503292_Chapter4.pdf Restricted to Staf Perpustakaan Download (2MB)
	Text D_MAN_1503292_Chapter5.pdf Download (146kB)
	Text D_MAN_1503292_Bibliography.pdf Download (423kB)

Item Type:	Thesis (S3)
Additional Information:	No. Panggil : D MAN MUJ m-2018; Pembimbing : I. Ratih Hurriyati, II. Disman; NIM : 1503292.
Uncontrolled Keywords:	Co-creation, nilai pengalaman, kepuasan mahasiswa, citra perguruan tinggi, kepercayaan mahasiswa, loyalitas mahasiswa, perguruan tinggi swasta, experience value, student satisfaction, higher education image, student trust, student loyalty, private higher education.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Sekolah Pasca Sarjana > Ilmu Manajemen S-3
Depositing User:	Cintami Purnama Rimba
Date Deposited:	01 Aug 2019 01:56
Last Modified:	01 Aug 2019 01:56
URI:	http://repository.upi.edu/id/eprint/36696

Actions (login required)

View Item