MEDIASI KEPUASAN MAHASISWA PADA SERVICE CONVENIENCE DAN KEWAJARAN HARGA
Keywords:
Kewajaran Harga, Kepuasan Mahasiswa, Niat Perilaku, Service convenienceAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh service convenience dan kewajaran harga terhadap niat perilaku, baik secara langsung maupun melalui kepuasan mahasiswa sebagai variabel mediasi. Penelitian dilakukan di Universitas Hindu Indonesia (UNHI) dengan populasi 2.996 mahasiswa S1 dan sampel sebanyak 97 responden menggunakan teknik proportional sampling. Data dikumpulkan melalui wawancara, dokumentasi, dan kuesioner berbasis Skala Likert lima poin, serta diuji menggunakan uji validitas dan reliabilitas. Analisis data dilakukan dengan analisis jalur dan uji Sobel melalui program SPSS. Hasil penelitian menunjukkan bahwa service convenience, kewajaran harga, dan kepuasan mahasiswa berpengaruh positif signifikan terhadap niat perilaku. Selain itu, kepuasan mahasiswa terbukti memediasi hubungan antara service convenience dan kewajaran harga terhadap niat perilaku. Disarankan agar UNHI meningkatkan kemudahan akses informasi, pelayanan akademik, dan sistem pembayaran, serta penelitian selanjutnya menambah jumlah sampel dan mempertimbangkan variabel perceived value.
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