ANALYSIS OF SERVICE QUALITY, COSTUMER SATISFACTION AND STUDENT LOYALTY AT MAKASSAR REGIONAL OFFICE UNIVERSITAS TERBUKA INDONESIA

ANALISIS KUALITAS LAYANAN, KEPUASAN KONSUMEN DAN LOYALITAS MAHASISWA DI KANTOR UNIT PROGRAM BELAJAR JARAK JAUH UNIVERSITAS TERBUKA MAKASSAR INDONESIA Jalil1) 1 Makassar Regional Office Universitas Terbuka Indonesia Abstract This research was designed to measure the relationship between service quality, student satisfaction and student loyalty at UPBJJ-UT Makassar. Conducted in 2015 at UPBJJ-UT Makassar, the study selected 100 students who were present during the research period using accidental sampling. This study identified five dimensions to construct and measure the service quality – tangibility, realibility,responsiveness, assurance and empathy – using a 5-point likert scale. Descriptive statistics with CSI (Customer Service Index) measurement was used to evaluate the weighting factor, weighting score,weighting total and satisfaction index. Inferential analysis was used to make inferences from the population. Correlation analysis at 0.01 measured the relation between service quality, customer satisfaction and customer loyalty. The results showed that service quality provided by UPBJJ-UT Makassar had a positive and significant effect on both student satisfaction and student loyalty. However,despite its positive effect, student satisfaction did not score a significant effect on student loyalty. This research, though it has reached its aim, had a limitation; as the samples were selected using accidental sampling, the results of the research were not as generalized and representative as those using random sampling. Keywords: service, satisfaction, loyalty, costumer.