The Effect Of Marketing Mix On Loyalty Through The Satisfaction Of Students Of The Mandiri Polytechnic Bina Achievement Medan

by ADMIN 126 views

The Effect of Marketing Mix on Loyalty through Student Satisfaction at Mandiri Polytechnic Bina Performance Medan

Introduction

In today's competitive education market, institutions are constantly seeking ways to improve student satisfaction and loyalty. One of the key strategies employed by educational institutions is the marketing mix, which includes various elements such as products, prices, locations, people, processes, customer service, and physical evidence. The marketing mix plays a crucial role in building student satisfaction and loyalty, and its effectiveness can have a significant impact on the continuity and development of educational institutions. This article explores the effect of marketing mix on loyalty through student satisfaction at Mandiri Polytechnic Bina Performance (MBP) in Medan, Indonesia.

Background of the Study

Mandiri Polytechnic Bina Performance (MBP) is one of the private universities located in Medan, Indonesia. In the last five years, the MBP Polytechnic has experienced fluctuations in the number of new student admissions. In the 2009-2011 academic year, there was a significant increase in the number of new students, but this did not last long, because in the 2012-2013 academic year the number of new students actually declined. This decline was also followed by a reduction in the number of active students on the campus. The fluctuation can be associated with the marketing mix strategy implemented by the MBP Polytechnic.

Formulation of the Problem

Some of the research questions raised are:

  1. Does the marketing mix indirectly affect student loyalty through learning satisfaction at the MBP Polytechnic?
  2. Does the marketing mix directly affect the loyalty of students in the MBP Polytechnic?
  3. Does student satisfaction in learning at the MBP Polytechnic have a positive and significant influence on their loyalty?

Research Purposes

The purpose of this study is to analyze the effect of marketing mix both directly and indirectly on student loyalty through their learning satisfaction at the MBP Polytechnic. This study also aims to evaluate the positive impact of student satisfaction on loyalty in the institution.

Research Methodology

This study involved 190 students selected using proportionate stratified random sampling techniques. Data collection was carried out through interviews, documentation studies, and questionnaires using a Likert scale after being tested for validity and reliability in 30 students who were not included in the research sample.

Research Result

The results showed that the marketing mix simultaneously had an indirect influence on student loyalty through their satisfaction. Partially, variables such as products, processes, customer service, and physical evidence indicate an indirect effect on loyalty. In addition, the marketing mix also has a direct effect on student loyalty, with product variables, location, people, and physical evidence having a significant impact.

Discussion

The findings of this study suggest that the marketing mix plays a crucial role in building student satisfaction and loyalty at the MBP Polytechnic. The results indicate that the marketing mix has both direct and indirect effects on student loyalty, with product variables, location, people, and physical evidence having a significant impact. This finding confirms the importance of an effective marketing mix strategy to increase student satisfaction, which in turn will encourage their loyalty to the institution.

Conclusion

Student satisfaction at the MBP Polytechnic has a positive and significant influence on their loyalty. This finding confirms the importance of an effective marketing mix strategy to increase student satisfaction, which in turn will encourage their loyalty to the institution. To maintain and increase the number of students, the MBP Polytechnic needs to continue to evaluate and develop in every aspect of the marketing mix that it applies.

Recommendation

Based on the findings of this study, the following recommendations are made:

  1. The MBP Polytechnic should continue to evaluate and develop its marketing mix strategy to increase student satisfaction and loyalty.
  2. The institution should focus on improving product variables, location, people, and physical evidence to enhance student satisfaction and loyalty.
  3. The MBP Polytechnic should also consider implementing a customer relationship management (CRM) system to better understand and meet the needs of its students.

Limitation of the Study

This study has several limitations, including:

  1. The study only focused on the MBP Polytechnic and may not be generalizable to other educational institutions.
  2. The study only used a sample of 190 students, which may not be representative of the entire student population.
  3. The study only used a Likert scale to measure student satisfaction and loyalty, which may not capture the full range of student experiences.

Future Research Directions

Future research should aim to:

  1. Investigate the impact of marketing mix on student satisfaction and loyalty in other educational institutions.
  2. Examine the role of technology in enhancing student satisfaction and loyalty.
  3. Develop a more comprehensive model of student satisfaction and loyalty that incorporates multiple variables and factors.

References

  • [List of references cited in the study]

Appendix

  • [Appendix containing additional information, such as raw data, tables, and figures]

By understanding the effect of marketing mix on loyalty through student satisfaction at the MBP Polytechnic, educational institutions can develop effective strategies to improve student satisfaction and loyalty, ultimately leading to increased student retention and success.
Q&A: The Effect of Marketing Mix on Loyalty through Student Satisfaction at Mandiri Polytechnic Bina Performance Medan

Q: What is the marketing mix, and how does it affect student satisfaction and loyalty?

A: The marketing mix is a set of variables that an organization uses to promote its products or services. In the context of educational institutions, the marketing mix includes elements such as products (curriculum, programs), prices (tuition fees), locations (campus facilities), people (faculty and staff), processes (admission and registration), customer service (support services), and physical evidence (branding and image). The marketing mix plays a crucial role in building student satisfaction and loyalty, as it affects the overall experience of students at the institution.

Q: What are the key findings of the study on the effect of marketing mix on loyalty through student satisfaction at Mandiri Polytechnic Bina Performance Medan?

A: The study found that the marketing mix has both direct and indirect effects on student loyalty, with product variables, location, people, and physical evidence having a significant impact. The study also found that student satisfaction has a positive and significant influence on loyalty.

Q: What are the implications of the study for educational institutions?

A: The study suggests that educational institutions should focus on developing an effective marketing mix strategy to increase student satisfaction and loyalty. This can be achieved by improving product variables, location, people, and physical evidence, as well as implementing a customer relationship management (CRM) system to better understand and meet the needs of students.

Q: What are the limitations of the study?

A: The study has several limitations, including the fact that it only focused on the MBP Polytechnic and may not be generalizable to other educational institutions. The study also only used a sample of 190 students, which may not be representative of the entire student population. Additionally, the study only used a Likert scale to measure student satisfaction and loyalty, which may not capture the full range of student experiences.

Q: What are the future research directions suggested by the study?

A: The study suggests several future research directions, including investigating the impact of marketing mix on student satisfaction and loyalty in other educational institutions, examining the role of technology in enhancing student satisfaction and loyalty, and developing a more comprehensive model of student satisfaction and loyalty that incorporates multiple variables and factors.

Q: How can educational institutions use the findings of the study to improve student satisfaction and loyalty?

A: Educational institutions can use the findings of the study to develop an effective marketing mix strategy that focuses on improving product variables, location, people, and physical evidence. They can also implement a CRM system to better understand and meet the needs of students. Additionally, institutions can use the study's findings to develop targeted marketing campaigns that focus on improving student satisfaction and loyalty.

Q: What are the benefits of improving student satisfaction and loyalty for educational institutions?

A: Improving student satisfaction and loyalty can have several benefits for educational institutions, including increased student retention, improved reputation, and increased revenue. It can also lead to a more positive and supportive learning environment, which can have a positive impact on student outcomes and success.

Q: How can educational institutions measure student satisfaction and loyalty?

A: Educational institutions can measure student satisfaction and loyalty using a variety of methods, including surveys, focus groups, and customer relationship management (CRM) systems. They can also use metrics such as student retention rates, graduation rates, and alumni engagement to measure student satisfaction and loyalty.

Q: What are the key takeaways from the study for educational institutions?

A: The study suggests that educational institutions should focus on developing an effective marketing mix strategy to increase student satisfaction and loyalty. They should also prioritize improving product variables, location, people, and physical evidence, as well as implementing a CRM system to better understand and meet the needs of students. By doing so, institutions can improve student satisfaction and loyalty, leading to increased student retention, improved reputation, and increased revenue.