ANALISIS FAKTOR MARKETING MIX (7P) YANG MEMPENGARUHI LOYALITAS MAHASISWA UNIVERSITAS SAHID SURAKARTA BERDASARKAN ANALISA DISKRIMINAN

Lisnawati, (2015) ANALISIS FAKTOR MARKETING MIX (7P) YANG MEMPENGARUHI LOYALITAS MAHASISWA UNIVERSITAS SAHID SURAKARTA BERDASARKAN ANALISA DISKRIMINAN. Masters thesis, Universitas Sebelas Maret.

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    Abstract

    Lisnawati S991308008 Analysis of Factors Marketing Mix (7P) Affecting Students Loyalty in Sahid University of Surakarta Based on Discriminant Analysis. Thesis: Principal Advisor: Prof. Dr. Kohar Sulistiyadi, M.SIE, Coadvisor: Dr. Hery Sawiji, M. Pd.The Graduate Program in Economics Education, Sebelas Maret University, Surakarta 2015 The purpose of this study were 1) to obtain the factors that influence student loyalty Sahid University of Surakarta, so they can solve problems related to loyalty marketing relationship with students, 2) to provide advice on the formulation of Sahid University of Surakarta to be able to develop or increase the loyalty of its students. This study used quantitative research methods. The study population was all students of the University of Surakarta force Sahid 2011-2014 totaling 1018 students. The number of samples in this study was 217 students. The sampling technique in this research is using simple random sampling technique. Data collection through a questionnaire, observation, documentation and interview. Data were analyzed using discriminant analysis by phases: normality test, the variance-covariance matrix similarity, identifying discriminant variable, determine the discriminant function. The results showed that the dominant factors influencing the loyalty of students, among others: lecturers, payment systems, accreditation, libraries, graduates, cooperation, academic and study programs directorate. In addition to the measures that can be implemented Sahid University of Surakarta to increase the loyalty of students, namely: 1) improving the quality of lecturers in a way that focuses on improving the quality of the coaching profession in accordance with the lecturers, 2) to improve services in the field of payment systems SPP, one of them by applying the system of payment of fees the so-called BOP-B (Operating Costs Fair), 3) increase the value of accreditation of all study programs, 4) improve the quality of the library by considering the input quality, process quality and the context and quality outcomes, 5) improve the quality of graduates produced, 6) establishing and enhancing cooperation with external parties that are considered important, for student career development, 7) Improving service academic, 8) seeks to improve the quality and quantity of courses. Keywords: Marketing Mix (7P), Student Loyalty, Discriminant Analysis

    Item Type: Thesis (Masters)
    Subjects: H Social Sciences > H Social Sciences (General)
    H Social Sciences > HB Economic Theory
    Divisions: Pasca Sarjana
    Pasca Sarjana > Magister
    Pasca Sarjana > Magister > Pendidikan Ekonomi
    Depositing User: azaria nur fadhillah
    Date Deposited: 28 Nov 2015 20:32
    Last Modified: 28 Nov 2015 20:32
    URI: https://eprints.uns.ac.id/id/eprint/22145

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