Proceedings of the 1st International Conference on Economics, Management, Accounting and Business, ICEMAB 2018, 8-9 October 2018, Medan, North Sumatra, Indonesia

Research Article

Effect Of Marketing Mix, Service Quality, And University Image On Student Loyalty

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  • @INPROCEEDINGS{10.4108/eai.8-10-2018.2288715,
        author={Radiman  Radiman and Sri Fitri Wahyuni and Jufrizen  Jufrizen and Muslih  Muslih and Dedek Kurniawan Gultom and Salman  Farisi},
        title={Effect Of Marketing Mix, Service Quality, And  University Image On Student Loyalty },
        proceedings={Proceedings of the 1st International Conference on Economics, Management, Accounting and Business, ICEMAB 2018, 8-9 October 2018, Medan, North Sumatra, Indonesia},
        publisher={EAI},
        proceedings_a={ICEMAB},
        year={2019},
        month={10},
        keywords={marketing mix service quality university image loyalty student},
        doi={10.4108/eai.8-10-2018.2288715}
    }
    
  • Radiman Radiman
    Sri Fitri Wahyuni
    Jufrizen Jufrizen
    Muslih Muslih
    Dedek Kurniawan Gultom
    Salman Farisi
    Year: 2019
    Effect Of Marketing Mix, Service Quality, And University Image On Student Loyalty
    ICEMAB
    EAI
    DOI: 10.4108/eai.8-10-2018.2288715
Radiman Radiman1,*, Sri Fitri Wahyuni1, Jufrizen Jufrizen1, Muslih Muslih1, Dedek Kurniawan Gultom1, Salman Farisi1
  • 1: Faculty of Economics and Business, University of Muhammadiyah Sumatera Utara, Jalan Kapten Muchtar Basri No. 3 Medan, Indonesia
*Contact email: radiman@umsu.ac.id

Abstract

This research aims to investigate the impact of the marketing mix, service quality, and university image on student’s loyalty. The main purpose of the study is divided into three sub-goal of investigating the effect of the marketing mix on student’s loyalty, investigates the effect of service quality on student’s loyalty and investigates the influence of university image on student loyalty. Questionnaires were distributed to the students as much as 200 questionnaires using Likert scale, yet only 167 questionnaires are returned. To process the data is used SPSS version 21. The results showedmarketing mix variable, service quality, and university image and a significant positive effect on student loyalty.