Analyzing Universities Service Quality to Student Satisfaction; Academic and Non-Academic Analyses

Abstract

Indonesia has many higher learning institutions both public and private sectors such as colleges, polytechnics, institutes and universities and they are competing among them to get students to enroll in their institutions. It has become competitive among them to get students than before. The growing competition among higher learning institutions had forced them to strive to improve their service quality provided to students. The student satisfaction of service quality can be divided into two parts, namely satisfaction in academic and non-academic. The purpose of this research is to determine whether the academic and non-academic service quality affect student satisfaction of Economics Faculty Universitas Negeri Semarang. This research used an exploratory method that explaining the relationship between hypothesis testing, making prediction and getting the implicit meaning of problems that want to be solved. This study was conducted at the Economics Faculty of Universitas Negeri Semarang. The data analysis used SEM PLS. The population in this study were students from the Economics Faculty of Universitas Negeri Semarang who registered in 2015 and graduated in 2018. The total number of population in this study were 3,596 students majoring in Economics Education, Accounting, Management, and Economic Development. This study used a stratified sampling technique where students from all disciplines and levels were determined using the Slovin formula. Questionnaires were distributed to a sample of 360 students and were administered by trained enumerators. Data were collected using self-administered assessment questionnaires of a five Likert scale and analyzed using SEM PLS 6.0 Warp PLS. The results of this research were, first, academic service quality did not influence student satisfaction. Second, the non-academic service quality has a positive and significant influence on student satisfaction. This is because the supported learning infrastructure was found to be a factor that satisfied the students compared to teaching methods that was carried out by faculty members. It was also found that attitude and behavior in academic aspect were not significant in improving the students’ satisfaction. Therefore, it is suggested that Faculty of Economics of UNNES should focus on maintaining and improving the service quality of non-academic aspects in order to compete with other higher learning institutions.