THE MEDIATING ROLE OF STUDENT SATISFACTION IN THE RELATIONSHIP OF EDUCATIONAL SERVICE QUALITY TO STUDENT RETENTION IN HIGHER EDUCATION
THE MEDIATING ROLE OF STUDENT SATISFACTION IN THE RELATIONSHIP OF EDUCATIONAL SERVICE QUALITY TO STUDENT RETENTION IN HIGHER EDUCATION
DOI:
https://doi.org/10.36085/jamekis.v8i3.8208Abstrak
Penelitian ini berfokus pada pentingnya kualitas layanan dalam meningkatkan kepuasan dan retensi mahasiswa di pendidikan tinggi, dengan Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Ciputra sebagai subjek penelitian. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh kualitas layanan terhadap kepuasan dan retensi mahasiswa. Kerangka teori yang mendasari penelitian ini adalah model SERVQUAL yang mengukur kualitas layanan melalui dimensi tangibles, reliability, responsiveness, assurance, dan empathy. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan populasi target sebanyak 500 mahasiswa angkatan 2022-2023 dan sampel sebanyak 217 responden berdasarkan tabel Krejcie dan Morgan. Instrumen penelitian terdiri dari 40 indikator yang diadaptasi dari jurnal terkait, menggunakan skala Likert lima poin untuk mengukur kualitas layanan, kepuasan, dan retensi mahasiswa. Analisis data dilakukan dengan menggunakan Partial Least Square (PLS) melalui software SmartPLS, yang memungkinkan evaluasi simultan terhadap model pengukuran dan model struktural. Hasil penelitian menunjukkan bahwa kualitas layanan berpengaruh signifikan terhadap kepuasan mahasiswa, tetapi tidak berpengaruh langsung terhadap retensi. Kepuasan mahasiswa terbukti berpengaruh signifikan terhadap retensi dan memediasi sepenuhnya hubungan antara kualitas layanan dan retensi mahasiswa.
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