MEMBANGUN CITRA KAMPUS MELALUI KEPUASAN MAHASISWA BERDASARKAN KUALITAS LAYANAN

Abstract

Abstract: Various attempts were made to build University image and
one of them is to provide a great quality service for students, so can
create a trustful campus image through student satisfaction. Quality
services such as direct evidence, reliability, responsiveness, assurance,
and empathy that given to students are a powerful benefits for easiness
and convenience obtained service. Meanwhile, campus image such
as corporate image, user image, and product image with mediating
variables satisfaction regarding product expectation and value. This
research shows that direct effect of service quality in campus image
It means that provided quality service standard can exceed customer
expectations so it can increase campus image, and student satisfaction
variable can not be used as intervening variable. It means that student
satisfaction variable has not been able to strengthen (moderating)
relationship between service quality and campus image.
Key words: Quality services, Campus image and Satisfaction.