The Influence Of School Image And Academic Service Quality On Customer Satisfaction At The University Of North Sumatra (USU)
Keywords:
School Image, Academic Service Quality, Customer Satisfaction, Higher EducationAbstract
This study aims to analyze the influence of school image and academic service quality on customer satisfaction of students at the University of North Sumatra (USU). The phenomenon of decreasing student satisfaction due to the gap between the institution's image and the quality of service received is the background of this study. The research method uses a quantitative approach with a survey technique through a questionnaire to 200 active USU student respondents selected by purposive sampling. Data analysis uses multiple linear regression with the help of SPSS 26. The results show that school image has a positive and significant effect on customer satisfaction (β = 0.412; p < 0.05), academic service quality has a positive and significant effect on customer satisfaction (β = 0.358; p < 0.05), and simultaneously both variables have a significant effect with a coefficient of determination R² = 0.624. These findings imply that USU needs to strengthen its institutional image and improve the quality of academic services continuously to increase student satisfaction.
References
Abdullah, F. (2022). HEdPERF versus SERVPERF: The quest for ideal measuring instrument of service quality in the higher education sector. Quality Assurance in Education, 10(2), 94–101.
Alves, H., & Raposo, M. (2023). The influence of university image on student behavior. International Journal of Educational Management, 24(1), 73–85.
Elliott, K. M., & Healy, M. A. (2023). Key factors influencing student satisfaction relate to recruitment and retention. Journal of Marketing for Higher Education, 10(1), 1–11.
Keller, K. L. (2023). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (5th ed.). Pearson Education.
Kotler, P., & Fox, K. F. A. (2022). Strategic Marketing for Educational Institutions (3rd ed.). Pearson Prentice Hall.
Kotler, P., & Keller, K. L. (2023). Marketing Management (16th ed.). Pearson Education.
Nguyen, N., & LeBlanc, G. (2021). Image and reputation of higher education institutions in students' retention decisions. International Journal of Educational Management, 15(6), 303–311.
Oliver, R.L. (2022). Satisfaction: A Behavioral Perspective on the Consumer (3rd ed.). Routledge.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (2022). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41–50.
Rini, ES (2023). Analysis of the influence of university image on student satisfaction and loyalty. Journal of Management and Entrepreneurship, 15(2), 121–132.
Rini, ES, & Sembiring, BKF (2023). Academic service quality and its impact on postgraduate student satisfaction. Journal of Applied Management Science, 4(3), 210–224.
Sembiring, BKF, & Wibowo, A. (2024). Service quality dimensions and student satisfaction in Indonesian public universities: A structural equation modeling approach. Asian Journal of University Education, 20(1), 45–62.
Tjiptono, F. (2023). Service, Quality & Satisfaction (5th ed.). Andi Publisher.
Wahyuni, S., & Hasan, M. (2023). The influence of service quality and campus image on student satisfaction at Medan State University. Journal of Economics and Business, 12(1), 88–101.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2023). Services Marketing: Integrating Customer Focus Across the Firm (8th ed.). McGraw-Hill Education.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Shofy Mazaya Siregar, Endang Sulistya Rini, Beby Karina Fawzeea Sembiring
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
