ANALISIS PENGARUH BAURAN PEMASARAN TERHADAP KUALITAS JASA DAN KEPUASAN PELANGGAN EKSTERNAL PERGURUAN TINGGI SWASTA DI KOTA MEDAN
ABSTRACT: Recently in this
free market era, there have been widely open chances for foreign private
university to go along with national education exertions. As a result, local
private university must enhances it service quality programs such as using
marketing-mix concept as an attempt to survive in more hypercompetitive
competition. This research aims to verify the correlation between marketing-mix
dimensions such as: product, place, promotion, process, people, price and
physical evidence with service quality and external customer satisfaction of
private university in Medan.Empirical testing Using Structural Equation
Modeling (SEM) which is supported by the research hypothesis. The research
result indicates that the application of marketing-mix dimensions (7P) can
directly affects the improvement of service quality and gives the external
customer satisfaction. According to the result, private university must improve
its employee performance first.
Keywords: Marketing Mix,
Service Quality, External Customer Satisfaction
Penulis: Beby Karina Fawzeea
Sembiring
Kode Jurnal: jpmanajemendd090030
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