1Putu Yogi Agustia Pratama, 2Anik Yuesti, 3Anak Agung Putu Agung, 4I Nengah Suardika
1,2,3,4Master of Management Study Program, Mahasaraswasti University Denpasar
DOI : https://doi.org/10.47191/ijmra/v5-i9-25Google Scholar Download Pdf
ABSTRACT:
This study aims to identify the effect of service quality, servicescape and relationship marketing with satisfaction as a mediation at the Mediterranean Bali Campus. The number of samples used in this study were 99 students as respondents who were determined using the purposive sampling method.The method of data collection in this study is to use the interview method, namely data collection techniques carried out by giving oral questions and questionnaire methods, namely data collection techniques carried out by giving a set of written questions to respondents given a value or score using a Likert scale. The data analysis technique was carried out using a structural equation model (Structural Equation Modeling-SEM) based on Partial Least Square (PLS). The results of this study indicate that 1) service quality, servicescape, and relationship marketing have a positive and significant effect on student satisfaction, 2) student satisfaction has a positive and significant effect on student loyalty, 3) service quality has a positive and significant effect on student loyalty,
KEYWORDS:Service quality; servicescape; relationship marketing; student satisfaction; student loyalty
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