THE CORRELATION BETWEEN STUDENTS SATISFACTION AND STUDENT LOYALTY AT UNIVERSITAS ADVENT INDONESIA

Abstract

Customer satisfaction in the 21st century is becoming more important. All businesses want satisfied and loyal customers who want to do business with them not only because they get better value in terms of product, price and service, but also because these customers continue to have pleasant experiences in dealing with them. Universitas Advent Indonesia is an organization is that is aware that their customer is an important part for their business, and loyalty is the result of a customer satisfaction. The purpose of the study specifically would like to elicit answers to the following: 1) Student satisfaction at Universitas Advent Indonesia, 2) Student loyalty at Universitas Advent Indonesia, and 3) Relationship between student satisfaction and loyalty at Universitas Advent Indonesia. The method used in this study is descriptive method. The sample of the study is using stratified random sampling. The researcher identifies the target population and select 10% from the 2008-2010 incoming students at Universitas Advent Indonesia, as many as 123 students as sample respondent of the study. The conclusion from the result of the study there is a significant relationship between student satisfaction and student loyalty with the level r (0.642) and significant (0.000), it appears there is a strong correlation between student satisfaction and student loyalty. The tlevel = 7.888 and ttable = 1.9600, it means Ho is rejected. The determination coefficient is 34%, it means student satisfaction influenced the student loyalty 34% and the residue 66% influenced by other factors.

Keywords: Satisfaction, Loyalty, Student Satisfaction, Student Loyalty