Mahmudah, S. Kepuasan Mahasiswa Pengaruhnya Terhadap Loyalitas di Politeknik NSC Surabaya

Abstract

This study is aimed at: 1) identifying the description of customers (students)’ satisfaction and loyalty at  NSC Surabaya Polytechnic, 2) identifying the effect of customers’ satisfaction comprising the dimensions of tangibles(X₁), reliability (X₂)_, assurance (X₃), responsiveness(X₄), and emphaty (X₅) on loyalty. In achieving the goal, the researcher used the explanatory method with descriptive analysis and inferential analysis (through two analysis i.e. correlation and multiple linear regression). F-test and t-test with alpha 5% were used to test the significance of research variables/dimensions. The data was taken from all students (in Accountancy, Business Administration, and Computer Engineering) of the NSC Surabaya Polytechnic using the proportional random sampling technique and 5% precision method to take the sample. The total number of respondents was 53. Questionnaire (main instrument), interview and documentary were used in collecting the data. The result of this study shows that: 1) the customers’ satisfaction at NSC Surabaya Polytechnic was moderately satisfied, with moderate loyalty, 2) the customers’ satisfaction correlated with the loyalty (R = 0.761), 3) silmutaneously, all the customers’ satisfaction variables significantly effected the loyalty with the effect contribution of 53.5%, and 4) the dominant variable effecting the loyalty was the responsiveness variable(X₄) with a partial determination coefficient (r²) of 0.258 and Beta (b) = 0.196.