Analisis Pengaruh Kepuasan Mahasiswa Universitas Pelita Harapan terhadap Net Promoter Score = Analysis of the Influence of Pelita Harapan University Student Satisfaction on Net Promoter Score

Sidarta, Indiawan (2022) Analisis Pengaruh Kepuasan Mahasiswa Universitas Pelita Harapan terhadap Net Promoter Score = Analysis of the Influence of Pelita Harapan University Student Satisfaction on Net Promoter Score. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Setiap tahun, 1,8 juta siswa melanjutkan pendidikan mereka di berbagai perguruan tinggi, dan program studi. Studi dari Katadata Insight Center (KIC) dan Aku Pintar pada bulan Maret 2021 menemukan bahwa program studi dengan peminat yang paling tinggi adalah Program Studi Teknik. Meski demikian, diketahui bahwa saat ini Program Studi Teknik Industri (PSTI), dan Program Studi Teknik Elektro (PSTE) Universitas Pelita Harapan (UPH) memiliki jumlah mahasiswa baru yang rendah dari tahun ke tahun. Selain itu menurut survei Net Promoter Score (NPS) yang diadakan UPH, PSTI masuk dalam kategori “detractors” yang berpotensi buruk bagi brand image dari program studi. PSTE termasuk dalam kategori “promoters”, tetapi hal ini tidak cukup untuk meningkatkan jumlah mahasiswa PSTE secara signifikan. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh tingkat kepuasan mahasiswa terhadap NPS. Pengumpulan data akan dilakukan melalui studi pustaka, kuesioner, dan melakukan wawancara kepada mahasiswa PSTI dan PSTE. Kuesioner dibentuk berdasarkan lima dimensi Service Quality (Servqual) oleh Parasuraman, Zeuthamil, dan Berry (1985), dan digunakan untuk mengukur tingkat kepuasan mahasiswa PSTI dan PSTE. Jawaban valid yang diperoleh dari PSTI adalah sebanyak 58 sampel, dan dari PSTE sebanyak 19 mahasiswa. Berdasarkan pengolahan data ditemukan bahwa terdapat pengaruh yang signifikan secara simultan antara kepuasan mahasiswa PSTI dengan nilai rata-rata NPS. Secara parsial, dimensi yang berpengaruh adalah dimensi tangibles dengan sumbangan efektif (SE) sebesar 9,87%, dan dimensi responsiveness dengan SE sebesar 25,21%. Untuk PSTE, tidak terdapat pengaruh yang signifikan secara simultan antara kepuasan mahasiswa dengan nilai rata-rata NPS. Secara parsial hanya dimensi tangibles yang berpengaruh dengan SE sebesar 87,51%. / Every year, 1.8 million students continue their education in various colleges and study programs. A study from the Katadata Insight Center (KIC) and Aku Pintar in March 2021 found that the study program with the highest interest was the Engineering Study Program. However, it is known that currently the Industrial Engineering Study Program (IESP) and the Electrical Engineering Study Program (EESP) of Pelita Harapan University (UPH) have a low number of new students from year to year. In addition, according to the Net Promoter Score (NPS) survey conducted by UPH, IESP is included in the "detractors" category which could be bad for the study program's brand image. EESP is included in the “promoters” category, but this is not enough to significantly increase the number of EESP's students. The purpose of this study was to analyze the effect of student satisfaction levels on NPS. Data collection was done through literature studies, questionnaires, and conducting interviews with IESP and EESP students. The questionnaire was formed based on the five dimensions of Service Quality (Servqual) by Parasuraman, Zeuthamil, and Berry (1985), and was used to measure the level of satisfaction of IESP and EESP students. The valid answers obtained from IESP are 58 samples and from EESP as many as 19 students. Based on data processing, it was found that there was a simultaneous significant effect between student satisfaction of EISP and the average NPS score. Partially, the influential dimension is the tangibles dimension with an effective contribution (EC) of 9.87%, and the responsiveness dimension with an EC of 25.21%. For EESP, there is no simultaneous significant effect between student satisfaction and the average NPS score. Partially, only tangibles dimension has an EC of 87.51%.

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