Main Article Content


The objective of the study accordingly is to develop and verify the relationships model among various factors related to students’ satisfaction and loyalty and their status as effective participating partners of their educational institutions (Partnert-Participant), as well as the impact of these students’ attitudes and perceptions on the outcomes level of undergraduate program in a higher education. The relationship between the perceived quality of educational service as well as the price and the students’ satisfaction and loyalty are empiricall tested using Structural Equation Modeling (SEM). The result of the study supports the proposed applicative model which describes the attitudes and perception of the students both as consumers and as co-producer of the educational services in relation to their satisfaction and loyalty. The model concludes that the more positive the attitudes and the perceptions of the students to the educational process, the more satisfied and loyal the students will be, the better performance of higher education as the outcome in a long time perspective.



Penelitian ini bertujuan untuk mengembangkan dan memverifikasi model hubungan antara berbagai faktor yang terkait dengan kepuasan dan loyalitas mahasiswa, termasuk kedudukannya sebagai mitra partisipan efektif dari pendidikannya sendiri, sekaligus melihat dampak sikap dan persepsinya pada tataran hasil (outcome) dalam institusi pendidikan tinggi. Hubungan kualitas jasa pendidikan dan biaya jasa yang dialami dengan kepuasan dan loyalitas mahasiswa diuji secara empirik dengan menggunakan Model Persamaan Struktural (Structural Equation Modeling atau SEM). Hasil penelitian memberikan dukungan terhadap usulan model aplikatif yang menggambarkan sikap dan perilaku mahasiswa baik sebagai konsumen maupun mitra-partisipan terhadap layanan jasa pendidikan tinggi dalam memprediksi kepuasan dan loyalitas mahasiswa. Melalui model tersebut dapat disimpulkan bahwa makin berkualitas layanan jasa yang diberikan kepada mahasiswa menurut persepsi dan keterlibatannya akan semakin puas dan loyal mahasiswa tersebut dalam penyelenggaraan pendidikan; atau ekuivalen bahwa makin positif sikap dan perilaku mahasiswa terhadap penyelenggaraan pendidikan, akan semakin puas dan loyal mahasiswa tersebut, dan tentu saja berakibat akan semakin baik kinerja pendidikan tinggi ke depan dalam perspektif jangka panjang.

Article Details

How to Cite
Ihsan, H. (2010). Model Persamaan Struktural Kualitas dan Biaya Jasa Terhadap Kepuasan dan Loyalitas Mahasiswa. Jurnal Pendidikan Dan Kebudayaan, 16(4), 418-435.


  1. Antonicic, B. Scarlat, C., & Erzetic, B.H. 2005. The Quality of Entrepreneurship Education and the Intention to Continue Education: Slovenia and Romania. Managing Global Transitions 3 (2):197–212.
  2. Buchari Alma. 2003. Pemasaran Stratejik Jasa Pendidikan. Alfabeta: Bandung.
  3. Chan, L.K., Hui, Y. V., Lo, H.P., Tse, S.K., Tso, G.K.F., & Wu, M.L. 2003. Consumer satisfaction index: new practice and findings. European Journal of Marketing 37 (5/6): 872-909.
  4. Chang, T. Z., & Wildt, A. R. 1994. Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing Science, 22(1), 16-27.
  5. Cochran, WG., 1977. Sampling Techniques. 3rd. Edition. Wiley a Sons. NY
  6. Deloitte. 2005. Development of indicators on consumer satisfaction and Pilot survey. Final Report. The European Commission, Directorate General on Health and Consumer Protection.
  7. Direktorat Jenderal Pendidikan Tinggi. 2005. Pedoman Penjaminan Mutu Pendidikan Tinggi, Buku I s.d X. Depdiknas: Jakarta
  8. Dill, D. 1995. Through Deming’s Eyes: A Cross-National Analysis of Quality Assurance in Higher
  9. Education. Quality in Higher Education, 1, 95 – 110.
  10. Dill, D. 2003. Allowing the market to rule: the case of the United States. The University of North Carolina: Chapel Hill.
  11. Dimkpah, Y.O., Eseonu, M.O., & Akpom, U.N. 2004. The Impact of College Quality on Tuition: A Hedonic Analysis. Journal for Economic Educators 4 (2). Winter.
  12. Duman, T. 2002. A Model of Perceived Value for Leisure Travel Products. Disertasi. The Pennsylvania State University
  13. Fandy T. & Gregorius C. 2005. Service Quality & Satisfaction. Andi: Yogyakarta.
  14. Fandy T. 2005. Pemasaran Jasa. Bayumedia Publishing. Malang
  15. Forbes, L. & Linda, J. 2004. Building an International Student Market: Educational-Balanced Scorecard Solutions for Regional Australian Cities. International Education Journal 5 (4): 502-520.
  16. Fornell, C., Mithas, S., Morgeson III, F. V., & Krishnan, M. S. 2006, Customer Satisfaction and Stock Prices: High Returns, Low Risk. Journal of Marketing, 70 (January), 3-14.
  17. Fornell, C., Johnson, M.D., Anderson, E.W., Cha, J., & Bryant, B.E. 1996. The American Customer Satisfaction Index: Nature, purpose and findings. Journal of Marketing 60, 7-18
  18. Giese, J. L. & Cote, J. A. 2002. Defining Consumer Satisfaction. Academy of Marketing Science Review, 2000(1): 1-24
  19. Guolla, M. 1999. Assessing the teaching quality to student satisfaction relationship: Applied customer satisfaction research in the classroom. Journal of Marketing Theory and Practice, 7 (3): 87 – 98.
  20. Hair, F.J., Anderson, R.E, Tatham, R.L., & Balck, W.C. 1998. Multivariate Data Analysis. 7th edition. Prentice Hall: New Jersey.
  21. Helgensen, W. & Nesset, E. 2007. What accounts for student’s loyalty? Some field study evidence. International Journal of Educational Management. Vol. 21 (2): 126-143.
  22. Hennig-Thurau, T., Langer, M. F. & Hansen, U. 2001. Modelling and Managing Student Loyality: An approach based on the concept of relationship quality. Journal of Service Research. 3(4): 331-344.
  23. Holbrook, M. and Corfman, K. 1985. Quality and value in the consumption experience: Phaedrus rides again. In J.Jacoby and J. Olson (Eds.) Perceived Quality. Lexington, MA: Lexington Books, 31-51
  24. Holdford, D., & Patkar, A. 2003. Identification of the Service Quality Dimentions of Pharmaceutical Education. American Journal of Pharmaceutical Education, 67 (4): Article 108
  25. Holdford, D., & Reinders, T. P. 2001. Development of an Instrument to Assess Student Perceptions of the Quality of Pharmaceutical Education. American Journal of Pharmaceutical Education 65: 125-131
  26. Idochi Anwar, M. 2004. Administrasi Pendidikan dan Manajemen Biaya Pendidikan: Teori, konsep dan isu. Alfabeta: Bandung.
  27. Jacoby, J. & R. W. Chestnut. 1978. Brand Loyalty: Measurement and Management. New York: Wiley.
  28. Kotler, P., 2003. Marketing Management: An Asian Perspective. New Jersey: Prentice Hall, Inc.
  29. Lee, S. Y. 2005. A Conceptual Model of The Roles of Price, Quality, and Intermediary Constructs in Determining Behavioral Intention to Visit A Festival. Dissertation. Texas A&M University.
  30. Loughlin, C. & Coenders, G. 2002. Application of europian cutomer satiesfaction index to postal
  31. services. SEM vs PLS. Online Diakes 14/12/2006.
  32. Makover, B. 2003. Examining the Employee-Customer Chain in the Fitness Industry. Dissertation. The Florida State University.
  33. Mavondo, F.T., Tsarenko, Y., & Gabbott, M. 2004. International and Local Student Satisfaction:
  34. Resources and Capabilities Perspective. Journal of Marketing for Higher Education, 14 (1): 41-
  35. 60.
  36. Oliver, R. L. 1997. Satisfaction: A behavioral perspective on the consumer. New York: McGraw-Hill.
  37. Parasuraman, A., Zeithaml V.A, & Berry, L.L., 1988. SERVQUAL: A Multiple Item Scale for Measuring Customer Perceptions of Service Quality, Journal of Retailing, vol 64.
  38. Riportella, C.C., Couste, N.L. & Torres, P.R. 2001. Measurement and Effects of Teaching Quality: An Empirical Model Applied to Masters Program. Business Economics Series 10: 01-31.
  39. Schwartz, A.E., & Scafidi, B.P. 2001. Quality Adjusted Price Indices for Four Year Colleges. The Bureau of Labor Statistics: Brookings
  40. Troutt, W. E. 1998. Straight Talk About College Costs and Prices. Report of The National Commission on the Cost of Higher Education.
  41. Undang-Undang Nomor 20 Tahun 2003 Tentang Sistem Pendidikan Nasional.
  42. Winston, G. C. 1997. College Costs: Subsidies, Intuition, and Policy. The National Commission on the Cost of Higher Education. Boston.
  43. Zeithaml, V.A., & Bitner, M.J. 2000. Service Marketing. Boston: Irwin McGraw Hill.
  44. Zhao, P., Hu, S., Fornell, C., & Liu, J. 2002. Building a New National Customer Satisfaction Index: the Research on Chinese Customer Satisfaction Index. China Business Research Center.
  45. Zhiltsov, M. 2006. Service Quality Models. Helsinki University of Technology.
  46. Zuluaga, L.C.D. 2003. Public Services User Satisfaction: An Application to Higher Education. Center for Research in Welfare Economy. University of Barcelona.