THE ANALYSIS IMPACT OF SERVICE QUALITY IN NON EDUCATIONAL SECTOR TOWARDS STUDENT’S SATISFACTION (A CASE STUDY OF EXTENSION PROGRAM PRESIDENT UNIVERSITY)

Abstract

The research aims to identify impact of service quality towards students’s satisfaction and to know the most influence variable of service quality. The reseracher used five variables of SERVQUAL: reliability, responsiveness, assurance, empathy, and tangible. This research using quantitative analysis. Data were gathered from 103 respondents from 298 extension class students, batch 2011. The respondent is taken from all major as representative. From the regression calculation is known that the coefficient determination obtained for 0.338. It means that 33.8% student’s satisfaction can be influenced by realiability, responsiveness, assurance, empathy, and tangible. Otherwise, 66.2% can be influenced by other variables. After compile the data, the researcher get the result: from five variables, indicates only reliability variable has significant influence to student’s satisfaction. However, responsiveness, assurance, empathy, and tangible have no significant impact toward student’s satisfaction.