| dc.description.abstract | Abstrak: Penelitian ini bertujuan untuk: 1) mengetahui persepsi lulusan tentang kualitas layanan
pembelajaran, brand image (citra) penyelenggara layanan, kepuasan, dan loyalitas lulusan;
dan 2) menjelaskan hubungan kausalitas antara kualitas pelayanan, brand image, kepuasan
lulusan, dan loyalitas lulusan. Pengumpulan data dilakukan melalui survei kepada alumni Program
Pascasarjana Universitas Terbuka tahun 2011, melibatkan 108 lulusan, yang hadir pada upacara
wisuda di Jakarta dalam dua kali kesempatan wisuda. Data kuesioner yang telah diisi dianalisis
menggunakan analisis deskriptif berupa persentase, dan teknik analisis jalur (path analysis)
untuk melihat pola hubungan kausal (model testing) antarvariabel. Hasil penelitian menunjukkan
bahwa kualitas pelayanan pembelajaran dinilai sudah baik, brand image universitas dan program
meyakinkan lulusan dan dikenal luas, serta alumni merasa puas dengan pengalaman
pembelajaran dan memiliki loyalitas (setia) kepada institusi. Di samping itu, secara langsung
maupun tidak langsung brand image dan kepuasan, mempengaruhi loyalitas. Kualitas pelayanan
secara langsung tidak berpengaruh pada loyalitas, namun melalui brand image dan kepuasan
lulusan, berpengaruh terhadap loyalitas lulusan. Mengingat bahwa loyalitas lulusan penting
bagi keberlangsungan (sustainability) program studi, maka institusi perlu menyusun strategi
mempertahankan dan meningkatkan loyalitas mahasiswa dan lulusan melalui peningkatan kualitas
pelayanan dan brand image.
Kata kunci:kualitas layanan, citra universitas, kepuasan lulusan, loyalitas, dan analisis jalur.
Abstract: This study was multipurpose. Firstly is to describe students’ perception of learning
service quality, university brand image, student satisfaction and loyalty to the institution. Secondly,
this study aims to investigate the causal relationship of brand image and loyalty, and the pattern
of relationship of service quality, brand image, student satisfaction and student loyalty. A survey
was conducted in 2011, involving 108 graduates, who attended two occasions of the graduation
day at Universitas Terbuka. The questionnaires were analyzed using descriptive statistics and
path analysis to explain the interaction model among the variables. The findings indicated that
in general students hold a positive perception regarding the learning service quality at the
graduate study at UT, the brand image of the program, and have a high level of satisfaction of
the overall learning experience. They also indicate loyalty to the institution; In addition, the
findings show that brand image and student satisfaction have a direct impact on loyalty.
Eventhough service quality does not directly impact student loyalty, but through brand image
and student satisfaction, service quality influences student loyalty. Since institution sustainability
to a certain level depends on student loyalty, education institutions will have to develop strategies
to strengthen alumni and student’s loyalty.
Keywords:brand image, student satisfaction, service quality, loyalty, and path analysis. | en_US |
