PENGARUH KUALITAS PELAYANAN DAN CITRA PERUSAHAAN TERHADAP KEPUASAN SISWA DAN LOYALITAS SISWA PADA LEMBAGA TOEFL INDONESIA (LTI) PEKANBARU
DOI:
https://doi.org/10.35145/procuratio.v10i3.1662Keywords:
Service Quality, Corporation Image, Students Satisfaction, Students Loyalty, Kualitas Pelayanan, Citra Perusahaan, Kepuasan Siswa, Loyalitas SiswaAbstract
This study aims to determine the effect of service quality and corporation image on student satisfaction and student loyalty at the Lembaga TOEFL Indonesia (LTI) Pekanbaru. The population in this study were students who were registered and directly involved in the teaching and learning process and received facilities in the TOEFL ITP preparation program at LTI Pekanbaru. The sampling technique used is simple random sampling technique with a sample size of 160 respondents. Data analysis using PLS – SEM (Partial Least Square - Sturctural Equation Modeling) with the help of the SmartPLS program. The results of this study indicate that service quality affects student satisfaction and student loyalty at LTI Pekanbaru. Then the corporation's image has an effect on student satisfaction and student loyalty at LTI Pekanbaru. Student satisfaction has an effect on student loyalty at LTI Pekanbaru. Increasing student satisfaction and student loyalty is needed in various ways, especially providing immediate and fast service and acting quickly in handling requests and complaints so that students feel satisfied and loyal with the services provided by LTI Pekanbaru.
Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan dan citra perusahaan terhadap kepuasan siswa dan loyalitas siswa pada Lembaga TOEFL Indonesia (LTI) Pekanbaru. Populasi pada penelitian ini siswa yang terdaftar dan terlibat secara langsung dalam proses belajar mengajar dan menerima fasilitas pada program TOEFL ITP preparation di LTI Pekanbaru. Teknik pengambilan sampel yang digunakan adalah teknik simple random sampling dengan jumlah sampel 160 responden. Analisis data menggunakan PLS – SEM (Partial Least Square - Sturctural Equation Modeling) dengan bantuan program SmartPLS. Hasil penelitian ini menunjukkan bahwa kualitas pelayanan berpengaruh terhadap kepuasan siswa dan loyalitas siswa di LTI Pekanbaru. Kemudian citra perusahaan berpengaruh terhadap kepuasan siswa dan loyalitas siswa di LTI Pekanbaru. Kepuasan siswa berpengaruh terhadap loyalitas siswa di LTI Pekanbaru. Peningkatan kepuasan siswa dan loyalitas siswa diperlukan dengan berbagai cara terutama memberikan layanan yang segera dan cepat serta bertindak cepat tanggap dalam menangani permintaan dan keluhan sehingga siswa merasa puas dan loyal dengan layanan yang diberikan LTI Pekanbaru.
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