PENGARUH KUALITAS PELAYANAN DAN CITRA MEREK BINUS TERHADAP KEPUASAN MAHASISWA BINUS (SURVEI: MAHASISWA JURUSAN AKUNTANSI FAKULTAS EKONOMI BINUS UNIVERSITY TAHUN AJARAN 2011/2012 DI KAMPUS ANGGREK)

LYSDIANA, RICCA (2012) PENGARUH KUALITAS PELAYANAN DAN CITRA MEREK BINUS TERHADAP KEPUASAN MAHASISWA BINUS (SURVEI: MAHASISWA JURUSAN AKUNTANSI FAKULTAS EKONOMI BINUS UNIVERSITY TAHUN AJARAN 2011/2012 DI KAMPUS ANGGREK). S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT RICCA LYSDIANA. The Influence Of Quality Of Service and Brand Image Of Student Satisfaction BINUS (Survey: Students Majoring In Accounting Faculty Of Economics BINUS University 2011/2012 School Year On The Campus Of Orchids). Thesis. Jakarta. Undergraduate Study Program Management, Department Of Management, Faculty Of Economics, State University Of Jakarta, In August 2012. This research has aimed to know whether the influence service quality and brand image of its student satisfaction BINUS. Researchers take samples with technique sampling purposive, where samples to be taken is a student BINUS University economics faculty of accounting still active 150 student. Regressi analysis use software SPSS (for Social Science Program Statiscal) version 11.2 is used to analyze the data. A method of collecting data a method of quantitative with kuisioner technique using a scale likert. Methods of analysis used is a simple regression analysis. The analysis tools is the validity test, reliability test, the classic assumption test, test the basic assumptions, multiple regression analysis, hypothesis testing, and the coefficient of determination. Based on the research conducted, it can be made following the conclusion of service quality significantly influence student satisfaction, brand image significantly influence consumer satisfaction. R2 (R square) of 0.209 or 20.9%. Which means that the variables of service quality and brand image influence the customer satisfaction by 20.9%. While the remaining 79.1% are influenced or explained by other variables not included in this research model. F value is 19.367 and calculate the probability value (sig) of 0.00. Since the probability value 0.000 <0.05, indicating that the variables of service quality and brand image jointly influence consumer satisfaction variables. Keywords: Quality Service, Brand Image and Customer Satisfaction.

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