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All Journal Prima Magistra: Jurnal Ilmiah Kependidikan IIJSE
Syamsudin Baharsyah
Universitas Medika Suherman, Bekasi, Indonesia
Economics, Econometrics & Finance Other

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KUALITAS PELAYANAN DAN PROMOSI MEMPENGARUHI KEPUTUSAN MAHASISWA DALAM MEMILIH KULIAH DI PERGURUAN TINGGI Syamsudin Baharsyah; Nurhasan Nurhasan; Rico Septia B
Prima Magistra: Jurnal Ilmiah Kependidikan Vol. 4 No. 4 (2023): Volume 4 Nomor 4 Tahun 2023
Publisher : Program Studi PGSD Universitas Flores

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37478/jpm.v4i4.3116

Abstract

The decline in service quality standards and promotions carried out by tertiary institutions are two of several factors causing a decrease in student acquisition, this is what influences student decisions in choosing college. This prompted researchers to prove that there was an influence from these two factors, so this research was conducted with the aim of knowing and analyzing the quality of service and promotion, their simultaneous influence on student decisions in choosing to study at college. The analytical method used in this research is multivariate with correlation or multiple regression. The number of samples in this study was 30 times the number of variables studied, 90 respondents. The data collection method in this research was carried out by filling out a questionnaire distributed via the Googleform application. This research resulted in the following findings: Service quality and promotion affect 69.8% of student decisions in choosing to study at a university. Based on these findings, it is recommended that universities improve and improve service quality and promotion factors.
Analysis of Service Excellence, Customer Satisfaction, and Promotion toward Customer Loyalty of Retail MSMEs Rizky Muyasar; Syamsudin Baharsyah
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 2 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i2.9729

Abstract

The rapid growth of retail micro, small, and medium enterprises or MSMEs in Indonesia has intensified business competition, requiring business actors to implement service excellence, effective promotional strategies, and customer satisfaction to build long-term customer loyalty. This study aims to analyze the effect of service excellence, customer satisfaction, and promotion on customer loyalty of retail MSMEs in Cikeas Udik Village. This research employed a quantitative approach using multiple linear regression analysis. Data were collected through questionnaires distributed to 78 respondents selected using proportional random sampling from a population of 312 retail MSMEs. The research instruments were tested for validity and reliability, followed by classical assumption tests, t-tests, F-tests, and coefficient of determination analysis. The results indicate that service excellence, customer satisfaction, and promotion have a positive and significant effect on customer loyalty, both partially and simultaneously. These findings suggest that improving service quality and implementing appropriate promotional strategies can enhance customer satisfaction and strengthen customer loyalty. Therefore, retail MSMEs are encouraged to improve service competencies, optimize digital-based promotional activities, and continuously evaluate customer satisfaction to support sustainable business performance.
Co-Authors Nurhasan Nurhasan Rico Septia B. Rizky Muyasar