PENGARUH KUALITAS PELAYANAN DAN CITRA INSTITUSI SERTA HARGA TERHADAP KEPUASAN PELANGGAN (STUDI PADA MAHASISWA S1 UNIVERSITAS WIDYAGAMA MALANG)
Keywords:Service Quality, The Image of The Institution, Price, Customer Satisfaction
This research has a purpose to determain the effect of service quality, the image of the institution and price on customer satisfaction. The sample specified in this study were 96 respondents who is an undergraduate students Widyagama University by using proportional random sampling technique. The method used is multiple linear regression analysis to test the hypothesis. Based on the analysis, service quality, corporate image and price has an influence on customer satisfaction, either partially or simultaneously. The variable of service quality provide a greater influence on customer satisfaction amounted to 0,491. The advice given is in the presence of a significant influence from service quality, corporate image and price on customer satisfaction, then it should be universities always keep and improve service quality in order to create a positive image in society, so that the university is the main choice for the community in choosing a campus, and still pay attention to the policy in determining prices.