PENGARUH CUSTOMER SERVICE TERHADAP LOYALITAS MAHASISWA BARU ULBI (TA.6.25.029)

SEFIAN, NABILLA BUNGA (2025) PENGARUH CUSTOMER SERVICE TERHADAP LOYALITAS MAHASISWA BARU ULBI (TA.6.25.029). Diploma thesis, UNIVERSITAS LOGISTIK DAN BISNIS INTERNASIONAL.

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Abstract

ABSTRAK Pengaruh Customer Service terhadap Loyalitas Mahasiswa Baru ULBI, oleh Nabilla Bunga Sefian NPM 643220020 Program Studi Diploma Tiga Manajemen Pemasaran dibawah bimbingan pembimbing Utama Dr. Rachmat Tri Yuli Yanto, SE.,MM.. dan Tia Setiani,S.pd..MM Fenomena rendahnya loyalitas lulusan SMA untuk melanjutkan studi ke perguruan tinggi merupakan tantangan signifikan bagi institusi pendidikan tinggi di Indonesia. Hal itu dipengaruhi faktor ekonomi, motivasi, minimnya informasi manfaat pendidikan tinggi, serta dorongan untuk segera bekerja. Kondisi ini menuntut perguruan tinggi meningkatkan strategi promosi, layanan, beasiswa, dan pendampingan guna membangun minat serta komitmen calon mahasiswa. Penelitian ini bertujuan untuk Mengetahui penilaian responden terhadap customer service di bagian penerimaan mahasiswa baru ULBI., Mengetahui penilaian responden terhadap loyalitas mahasiswa baru ULBI. Dan Mengetahui besarnya pengaruh customer service terhadap loyalitas mahasiswa baru ULBI. Penelitian ini menggunakan pendekatan kuantitatif dengan instrumen utama berupa kuisioner yang dirancang untuk mengetahui penilaian responden terhadap customer service, loyalitas mahasiswa baru ULBI, customer service terhadap loyalitas mahasiswa baru ULBI. Responden penelitian terdiri dari 94 mahasiswa ULBI tahun akademik 2025/2026 yang dipilih secara purposive. Hasil analisis menunjukkan bahwa terdapat pengaruh positif dan signifikan antara pengaruh customer service dan tingkat loyalitas mahasiswa baru. Terlihat dari hasil rekapitulasi yang dilakukan uji hipotesis Variabel customer service memiliki pengaruh secara signifikan terhadap Loyalitas Mahasiswa Baru ULBI dengan R square sebesar 46,2% yang memiliki arti customer service mempengaruhi loyalitas mahasiswa baru ULBI. Kata kunci : Customer Service, Loyalitas, Mahasiswa Baru iii Universitas Logistik dan Bisnis Internasional ABSTRACT The Influence of Customer Service on New Student Loyalty at ULBI, by Nabilla Bunga Sefian, NPM 643220020, Diploma Three Program in Marketing Management, under the guidance of Primary Supervisors Dr. Rachmat Tri Yuli Yanto, SE., MM., and Tia Setiani, S.pd., MM. The low commitment of high school graduates to higher education represents a significant challenge for higher education institutions in Indonesia. This is influenced by economic factors, motivation, limited information about the benefits of higher education, and the urge to work quickly. This situation requires universities to improve their promotional strategies, services, scholarships, and mentoring to build interest and commitment among prospective students. This study aims to determine respondents' assessments of customer service in the ULBI new student admissions department, to determine respondents' assessments of new student loyalty, and to determine the extent of customer service's influence on new student loyalty. This study used a quantitative approach with a questionnaire as the primary instrument designed to determine respondents' assessments of customer service, new student loyalty, and customer service's impact on new student loyalty. The study respondents consisted of 94 ULBI students in the 2025/2026 academic year, selected purposively. The analysis results indicate a positive and significant influence between customer service and new student loyalty. The results of the analysis show that there is a positive and significant influence between the influence of customer service and the level of loyalty of new students. It can be seen from the results of the recapitulation of the hypothesis test that the customer service variable has a significant influence on the Loyalty of New ULBI Students with an R square of 46.2% which means that customer service influences the loyalty of new ULBI students. Keywords: Customer Service, Loyalty, New Students

Item Type: Thesis (Diploma)
Subjects: H Social Sciences > HF Commerce
Divisions: Sekolah Vokasi > Manajemen Pemasaran D3
Depositing User: PKL TIGA TIGA
Date Deposited: 22 Jul 2026 08:03
Last Modified: 22 Jul 2026 08:03
URI: http://eprints.ulbi.ac.id/id/eprint/4174

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