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Student Satisfaction as a Marketing Strategy: A Case Study of Students at a University with Excellent Accreditation in Bandung, Indonesia

In: Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)

Author

Listed:
  • Yogi Suprayogi

    (Universitas Pendidikan Indonesia, Department of Management)

  • Ratih Hurriyati

    (Universitas Pendidikan Indonesia, Department of Management)

  • Bambang Widjajanta

    (Universitas Pendidikan Indonesia, Department of Management)

Abstract

The purpose of this research is to help universities find out the factors that can increase student satisfaction so that universities can be chosen amid intense competition between universities. The quantitative method was used by distributing online questionnaires to 105 respondents who were undergraduate students majoring in Management at one excellent university in, Indonesia. The questionnaire data were then processed using the PLS-SEM data analysis technique. The results of the study found that service quality affected university brand image, and university brand image became a mediating variable that affected student satisfaction. Service quality through university brand image mediation variables perceived by students will increase student satisfaction. It is expected that in the future this research will have an impact on universities to develop marketing strategies with a focus on these factors that can increase student satisfaction so that universities can compete with others.

Suggested Citation

  • Yogi Suprayogi & Ratih Hurriyati & Bambang Widjajanta, 2024. "Student Satisfaction as a Marketing Strategy: A Case Study of Students at a University with Excellent Accreditation in Bandung, Indonesia," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Lili Adi Wibowo & Ade Gafar Abdullah & Sulastri & Lisnawati & Yusuf Murtadlo (ed.), Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022), pages 925-931, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-234-7_96
    DOI: 10.2991/978-94-6463-234-7_96
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