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All Journal International Journal of Digital Entrepreneurship and Business (IDEB) Jurnal Manajemen dan Pemasaran Jasa
Wenny Chandra Mandagie
STIE Jakarta International College
Economics, Econometrics & Finance Education Environmental Science Social Sciences Other

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Students and Management Perspective on Service Quality and Integrated Marketing Communication: Descriptive Analysis on Indonesian Private Universities Junaid Ali Saeed Rana; Antonius Agus Susanto; Wenny Chandra Mandagie
International Journal of Digital Entrepreneurship and Business Vol 2 No 1 (2021): International Journal of Digital Entrepreneurship and Business (IDEB)
Publisher : STIE-JIC

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52238/ideb.v2i1.30

Abstract

To formulate aggressive marketing strategies, the quality of service and marketing communication tools must provide a meaningful and consistent message. Service quality is gaining substantial respect in service marketing literature and higher education services. Aggressive marketing strategies among private universities have enabled these institutes to become marketing-oriented as students are considered consumers, therefore universities can expand their marketing efforts through improved service quality and consistent marketing communication in the form of Integrated Marketing Communication. This paper provides multiple-perspective (staff and student) descriptive analysis in evaluating service quality along with the importance of integrated marketing communication. The data from 34 universities (management perspective) and 5 large-sized universities (student perspective) was collected, analyzed, and compared using meaningful graphs providing significant conclusions. The paper concludes by providing suggestions, to private universities in Indonesia to efficiently and effectively incorporate service quality and integrated marketing communication in their action plans to improve their ranking and services that they promise to provide their current and prospective students.
ANTESEDEN KEPUASAN DAN RASA PERCAYA SERTA KONSEKUENSINYA TERHADAP INTENSI PERILAKU Wenny Chandra Mandagie
Jurnal Manajemen dan Pemasaran Jasa Vol. 10 No. 1 (2017): Maret
Publisher : Lembaga Penerbit Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (4948.997 KB) | DOI: 10.25105/jmpj.v10i1.1624

Abstract

The purpose of this study to analyze the factors affecting the intentions of alumni who are willing to assist their university, whether financial or non-financial. The intentions of alumni are consequences of satisfaction and trust, where satisfaction and trust are the mediating variables of academic experience, current income, relation and agency image. The study was conducted through a survey method that included 250 respondents living in Jakarta, with middle and upper class economic levels. The sampling technique used is proportionate stratified random sampling. Structural Equation Modeling (SEM) was used to analyze the data. The finding from this study is the antecedent factors of satisfaction and trust including academic experience, income, relationships, and institution image that are proven to be positive and significantly influential in satisfaction and trust, partially or simultaneously. The behavior intention as a consequence of trust and satisfaction are found to be positive and significant although only moderate. Based on the findings, Indonesian higher education has to improve student’s satisfaction and trust through improvement of academic experience, relationship and institution image because the alumni will measure their satisfaction based on their current income. Therefore, for further research it is advisable to explore motivational factor, family education values and cultural factors as antecedents of behavior intention.
Co-Authors Antonius Agus Susanto Junaid Ali Saeed Rana