ANALISIS PERSEPSI KEPUASAN DALAM MENINGKATKAN LOYALITAS MAHASISWA DENGAN MENGGUNAKAN RELATIONSHIP MARKETING DAN SERVQUAL

Abstract

The research is done in Informatics & Business Institute Darmajaya, the reason why is
chosen IBI Darmajaya as research object because in 2010 it was chosen in 56 the best university
quality guaranty version dikti and in 2008 got ISO 9001 certificate. However, the condition has not
got the students yet, it is shown by lees of the number of students at learning finishing process and
average score of service given by students was in still low score. The purpose of this research is to
analyze relationship marketing effects, service quality toward satisfactory in increasing students’
loyalty.
The result of this research shows that Relationship Marketing influences significantly and
positively toward students’ satisfactory. Service quality influences significantly and positively toward
students’ satisfactory. Relationship marketing influences significantly and positively toward students’
loyalty. Service quality influences significantly and positively toward students’ loyalty. Students’
satisfactory influences significantly and positively toward students’ loyalty. Relationship marketing
influences significantly and positively toward service quality. The result of this research indicates that
to increase IBI Darmajaya students’ loyalty must pay attention some factors such as relationship
marketing, service quality and students’ satisfactory because those factors are proven influencing
the high low of students’ loyalty.