Student Satisfaction as a Marketing Strategy: A Case Study of Students at a University with Excellent Accreditation in Bandung, Indonesia

Yogi Suprayogi (), Ratih Hurriyati and Bambang Widjajanta
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Yogi Suprayogi: Universitas Pendidikan Indonesia, Department of Management
Ratih Hurriyati: Universitas Pendidikan Indonesia, Department of Management
Bambang Widjajanta: Universitas Pendidikan Indonesia, Department of Management

A chapter in Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022), 2024, pp 925-931 from Springer

Abstract: 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 was used by distributing online questionnaires to 105 respondents who were undergraduate students majoring in Management at one excellent university in, Indonesia. The questionnaire data were then processed using the PLS-SEM data analysis technique. The results of the study found that service quality affected university brand image, and university brand image became a mediating variable that affected student satisfaction. Service quality through university brand image mediation variables perceived by students will increase student satisfaction. It is expected 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 with others.

Keywords: Marketing; service quality; Student Satisfaction; University Brand Image (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-234-7_96

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