Effect Of Marketing Mix, Service Quality, And University Image On Student Loyalty

Radiman, Radiman and Wahyuni, Sri Fitri and Jufrizen, Jufrizen and Muslih, Muslih and Gultom, Dedek Kurniawan and Farisi, Salman (2019) Effect Of Marketing Mix, Service Quality, And University Image On Student Loyalty. In: ICEMAB 2018, 8-9 October 2018, Medan, North Sumatra, Indonesia.

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This research aims to investigate the impact of the marketing mix, service quality, and university image on student’s loyalty. The main purpose of the study is divided into three sub-goal of investigating the effect of the marketing mix on student’s loyalty, investigates the effect of service quality on student’s loyalty and investigates the influence of university image on student loyalty. Questionnaires were distributed to the students as much as 200 questionnaires using Likert scale, yet only 167 questionnaires are returned. To process the data is used SPSS version 21. The results showedmarketing mix variable, service quality, and university image and a significant positive effect on student loyalty.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: marketing mix service quality university image loyalty student
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Depositing User: EAI Editor IV
Date Deposited: 10 Sep 2021 06:51
Last Modified: 10 Sep 2021 06:51
URI: https://eprints.eudl.eu/id/eprint/6569

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