PENGARUH MARKETING MIX DAN KUALITAS PELAYANAN TERHADAP LOYALITAS MAHASISWA DENGAN KEPUASAN MAHASISWA SEBAGAI VARIABEL MEDIASI PADA POLITEKNIK LP3I MAKASSAR

Musa. 2022. Effect of Marketing Mix and Service Quality on Student Loyalty with Student Satisfaction as a Mediation Variable at the Makassar LP3I Polytechnic, supervised by Masdar Masud and Ahmad Firman.
This study aims to determine and analyze the effect of marketing mix and service quality on student loyalty, either directly or indirectly through student satisfaction variables. This type of research is a survey with a quantitative approach. The research population is all of the students of LP3I Polytechnic in Makassar, in academic year 2021 – 2022. It was totaling 1,246 of students.
Sampling was carried out by proportional randomsampling with the acquisition of a sample of 93 respondents. Data collection techniques byusing observation, questionnaires, and documentation. The collected data was analyzed by using
descriptive statistical analysis techniques, path analysis, and inferential statistical analysis.
The results showed that there was a positive and significant influence on the marketing mix, either directly on student loyalty or indirectly through student satisfaction. Likewise, there is a positive and significant influence on service quality variables, both directly on student loyalty and indirectly through student satisfaction. This research has implications for students’ need for study program
products that fulfill the quality standards of community needs and government demands. Efforts to meet these standards will encourage university to provide excellent service for the sake of consumers and their loyaltyto the Makassar LP3I Polytechnic.