Muji, Gunarto (2022) Model Co-Creation dan Implikasinya terhadap Loyalitas Mahasiswa pada Perguruan Tinggi Swasta (Studi pada PTS di Provinsi Sumatera Selatan). Model Co-Creation dan Implikasinya terhadap Loyalitas Mahasiswa pada Perguruan Tinggi Swasta (Studi pada PTS di Provinsi Sumatera Selatan).
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Abstract
Muji Gunarto (1503292), "Co-creation Model and Its Implication for Student Loyalty on Private Higher Education (Study at PHE in South Sumatera Province)". Doctoral Management Dissertation, Graduate School of University of Indonesia Education, guided by Prof. Dr. Hj. Ratih Hurriyati, M.P., Prof. Dr. H. Disman, M.S., and Dr. Ir. Lili Adi Wibowo, S.Sos, S.Pd., M.M. Competition of private higher education (PHE) in Indonesia is now increasingly tight, so that some PHE have a shortage of students. This condition also occurs in some PHE in South Sumatera, where every new academic year there are many PHE who have difficulty in getting new students. Higher education marketing model has not been done holistically, therefore it is necessary to do holistic study through marketing management approach in higher education to gain student loyalty. The purpose of this research is to get the co-creation model and its implication to student loyalty as marketing strategy of higher education service in South Sumatera Province. The research design using explanatory survey approach. The survey was conducted in PHE in South Sumatera Province of various forms (University, College, Academic and Polytechnic). The number of respondents is 357 students and alumni are taken with multistage random sampling. Data analysis was done by Structural Equation Modeling (SEM) approach using LISREL program. The results showed that the loyalty model of students in the PHE needs to consider various factors holistically, including internal marketing, external marketing and interaction marketing. Internal marketing factors in the model are student satisfaction, student trust and the value of student experience. External marketing factor is image of higher education, while the interaction factor of marketing is co-creation between student with PHE. The co-creation model built in the PHE affects marketing strategy both in short, medium and long term. The co-creation model built will have short-term impacts, namely the creation of good experience values and good private image. The medium-term impact is the emergence of both direct and indirect satisfaction and trust. The long�term implication of co-creation is the creation of loyalty of students both directly and indirectly, so that higher education managers, especially private universities are expected to be able to implement competitive strategies that can produce more value for students and will also be difficult to imitate by competitors by developing a co-creation model
| Item Type: | Article |
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| Subjects: | L Education > L Education (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Education |
| Depositing User: | Mr Edi Surya Negara |
| Date Deposited: | 17 Jun 2022 02:12 |
| Last Modified: | 17 Jun 2022 02:12 |
| URI: | http://eprints.binadarma.ac.id/id/eprint/11997 |
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