Student Satisfaction as a Marketing Strategy: A Case Study of Students at a University with Excellent Accreditation in Bandung City, Indonesia Yogi Suprayogi (a*), Ratih Hurriyati (b), Bambang Widjajanta (c)
(a) Universitas Pendidikan Indonesia, Bandung, Indonesia
*yogi.suprayogi[at]upi.edu
Abstract
The purpose of this research is to help universities find out the factors that can increase student satisfaction so that universities can be chosen amid intense competition between universities. The quantitative method is used by distributing online 105 questionnaire respondents who are undergraduate students majoring in Management at a superior university in the city of Bandung, Indonesia. The questionnaire data were then processed using the PLS-SEM data analysis technique. The results of the study found that service quality affects university brand image, and university brand image becomes a mediating variable that affects student satisfaction. Service quality through university brand image mediation variables perceived by students will increase student satisfaction. It is hoped that in the future this research will have an impact on universities to develop marketing strategies with a focus on these factors that can increase student satisfaction so that universities can compete.
Keywords: Marketing, service quality, university brand image, student satisfaction
