The Effect Of Service Quality And Location On Student Satisfaction In Using Mahameru Tutoring Institute
Kebraon Surabaya
Moch Miftach Farid, Qausya Faviandhani, I Putu Artaya, Joko Suyono Departement of Management, Faculty of Economics and Business
Narotama University, Jl. Arief Rachman Hakim No. 51 Surabaya, East Java, Indonesia
[email protected], [email protected], [email protected], [email protected]
Abstract
This research was conducted at the Mahameru Tutoring Institute Kebraon Surabaya, which is located at Jalan Kebraon Manis Tengah I No.28-29 Kec. Karangpilang Surabaya. This study aims to determine the effect of service quality and location on student satisfaction in using tutoring services at Mahameru Kebraon Surabaya.
The number of samples in this study were 75 respondents. Sampling was carried out using Probability Sampling, while the sample in this study was high school students who used the tutoring services of Mahameru Kebraon Tutoring in Surabaya. The method in this research is descriptive quantitative with multiple linear regression, using SPSS version 25 (2019). The results of this study obtained a linear regression equation that is Y = 2.465 + 0.296 X1 + 0.224 X2 + e. By using the t-test variable, Service Quality has a positive and significant effect on student satisfaction. Location has a positive and significant effect on student satisfaction. By using the F test, the variables of Service Quality and Location have a simultaneous effect on student satisfaction. Based on the results of the study, it is known that the service quality and location variables can affect student satisfaction by 0.492 or 49.2%, while the remaining 50.8% is influenced by other variables not included in this study. In this study, it was shown that the service quality variable had the most dominant effect on student satisfaction.
Keywords:
Location, Service Quality, Student Satisfaction.
1. Introduction
Changes in the pattern of education that are so fast and one after another and globalization in all fields, including the field of education, have led to intense competition in the field of education services business. Non- formal institutions such as tutoring must always be ready for changes made by the government in the field of education. In the whole education system, the purpose of education is one of the important components of education, because it will provide direction for the process of educational activities. All educational activities or learning activities are directed to achieve learning objectives.
Attention to the interests of consumers by looking at the needs and desires as well as satisfaction with services is a key factor for the success of a business in the midst of an increasingly competitive climate.
Therefore, companies are required to provide something valuable and can give a deep impression to consumers is to provide satisfaction through its performance in accordance with the quality of the product or service offered.
Service quality is a profit strategy to attract more new customers, retain existing customers, avoid switching customers and create special advantages. Companies that prioritize good service quality will have an impact on customer satisfaction. Service quality is an effort to create comfort for consumers so that consumers feel they have more value than expected. Consumer expectations are an important factor, service quality that is closer to customer satisfaction will provide more expectations and vice versa. With the quality of service that has been provided, then indirectly customer satisfaction will be realized.
In addition to service quality, companies engaged in services must also be good at choosing a location as a place for the company to carry out all its activities, because a strategic and convenient location will be more profitable for the company. Choosing a location that is located in a crowd or easily accessible by potential consumers can be used as one of the strategies that can be carried out by business owners. Locations that are easily accessible can provide benefits in the form of time and energy efficiency. A sense of security and comfort as well as having a large parking area is also a consumer choice because it provides more satisfaction for consumers. The intense competition among competitors makes location an important factor in business success
selecting the community. This decision is highly dependent on the potential for economic growth and stability, competition, political climate and so on.
Components related to location include: choosing a strategic location (easy to reach), in the area around the school, safe and comfortable for customers, the existence of supporting facilities, such as parking lots, and other factors. A good location guarantees quick access, can attract a large number of consumers and is strong enough. Mood and customer response are significantly affected by the location, design and layout of service facilities. So the mood and response is what can later lead to consumer satisfaction or dissatisfaction. Customer dissatisfaction is the customer's response to a perceived discrepancy with previous expectations.
One of the tutoring institutions that has been in business in the field of tutoring services in the city of Surabaya is LBB Mahameru Kebraon which is located at Jl. Kebraon Sweet Tengah I No.28-29 Kec.
Karangpilang Surabaya. LBB Mahameru Kebraon continues to strive to increase customer loyalty, namely students and parents whose children need additional education outside of school hours consisting of elementary to high school levels, with a strategic location because it is on the side of the road making it easier to access to tutoring places. , as well as being close to schools, making it easier for students who take tutoring at LBB Mahameru Kebraon to go directly to the tutoring center after returning from school.
Basically, customer satisfaction and dissatisfaction with a product/service will affect subsequent behavior patterns. This is shown by the customer after the process of using the service. If consumers are satisfied, the number of service users will continue to increase, but if customers are not satisfied, there will be a decrease in the number of customers. If the customer is satisfied, then he will show the possibility of buying the same product/service again. Satisfied customers will tend to give good references to products/services to others. Not so with dissatisfied customers. The customer will prefer to seek information from the provider of other similar products/services that he needs, then they prefer to buy and use the new product or service which is considered more able to fulfill their desire satisfaction and leave the old product or service before. And these customers will not recommend products or services that they consider unable to meet their satisfaction to the people around them.
The number of students at LBB Mahameru Kebraon has fluctuated and in the last 5 years has tended to decline due to external factors, such as the corona pandemic, as well as the rise of trending online tutoring.
the number of students at LBB Mahameru Kebraon this indicates that there has been a fluctuation in consumer satisfaction of this tutoring institution. If the customer is satisfied, then he will show the possibility of buying the same product/service again. Satisfied customers will tend to give good references to products/services to others. Not so with dissatisfied customers. These customers will prefer to seek information from other providers of similar products/services that they need, then they prefer to buy and use the new product or service which is considered more capable of fulfilling their desires and leaving the old product or service before.
The number of students at LBB Mahameru Kebraon has fluctuated and in the last 5 years has tended to decline due to external factors, such as the corona pandemic, as well as the rise of trending online tutoring.
Research Objectives
1. Analyzing the influence of Service Quality on Student Satisfaction in using Tutoring Services Mahameru Kebraon Surabaya.
2. Analyzing the influence of Location on Student Satisfaction in using Tutoring Services Mahameru Kebraon Surabaya.
3. Analyzing the effect of Service Quality and Location Simultaneously on Student Satisfaction in using Tutoring Services Mahameru Kebraon Surabaya.
4. Analyzing the dominant variables on Student Satisfaction in using Tutoring Services Mahameru Kebraon Surabaya.
2. Literature Review
2.1. Relationship of Service Quality to Consumer Satisfaction
Cronin and Taylor (1992) quoted by Tjiptono (2011: 313), one of the possible relationships that is widely agreed upon is that satisfaction helps consumers in revising their perceptions of service quality.
Hoofman and Bateson (1997) who were also quoted by Tjiptono (2011:313) wrote the basic thinking about the relationship between service quality and customer satisfaction, including:
1. If the consumer has no previous experience with a company, then his perception of the service quality of the company will be based on his expectations.
2. Subsequent service encounters with the company will cause consumers to enter the disconfirmation process and revise their perceptions of service quality.
3. Each additional interaction with the company will strengthen or otherwise change the customer's perception of service quality.
4. Perceptions of service quality that have been revised modify consumer buying interest to changes in the future.
According to Kotler (2009), the definition of service is any action or activity that can be offered by one party to another, which is essentially intangible and does not result in any ownership. Its production may or may not be linked to a single physical product. Service is the behavior of producers in order to meet the needs and desires of consumers in order to achieve customer satisfaction. Kotler also said that this behavior can occur during, before and after the transaction. In general, a high standard of service will result in high satisfaction and frequent repeat purchases. The word quality contains many definitions and meanings,
a. Quality includes efforts to meet or exceed customer expectations.
b. Quality includes products, services, people, processes and the environment.
c. Quality is an ever-changing condition.
2.2. Relationship of Location to Consumer Satisfaction
Kotler and Armstrong (2012:92) states that place or location, namely the various activities of the company to make the products produced or sold affordable and available to the target market. Location or place is a combination of location and decisions on distribution channels, in this case related to how to deliver to customers and where the strategic location is.
According to Lupiyoadi (2011:45) place in service is a combination of location and decisions on distribution channels, in this case related to how to deliver services to consumers and where the strategic location is. Choosing the right business location will determine the success of the business in the future.
2.3. Hypothesis
The hypothesis is a temporary answer that still has to be proven through research. These hypotheses are:
1. H1: It is suspected that service quality affects student satisfaction in using Tutoring Services Mahameru Kebraon Surabaya.
2. H2: It is suspected that location has an effect on student satisfaction in using Tutoring Services Mahameru Kebraon Surabaya.
3. H3: It is suspected that service quality and location have a simultaneous effect on student satisfaction in using Tutoring Services Mahameru Kebraon Surabaya.
4. H4: It is suspected that service quality has a dominant effect on student satisfaction in using Tutoring Services Mahameru Kebraon Surabaya
Hypothesis testing used in this study using multiple linear regression analysis based on simultaneous test (F test), partial test (T test), coefficient of determination test (R2), then used multiple linear regression analysis using SPSS 25 software.
2.4. Framework for Thinking
Based on the problems mentioned earlier, the framework of thought in this study is as follows:
Source: Tjiptono (2011: 313), Kotler and Armstrong (2012: 92)
3. Method
3.1. PopulationSugiyono (2010:90) states that the population is a generalization area consisting of objects/subjects that have certain qualities and characteristics determined by the researcher to be studied and then drawn conclusions.
3.2. Sample
According to Sugiyono (2016: 120), states that the sample is part of the number and characteristics Samplepossessed by the population.
The population in this study were all Senior High School students at the Mahameru Tutoring Institute Kebraon Surabaya, with a total of 75 students. The technique of determining the sample size using total
Service Quality (X1) Location (X2)
Student Satisfaction (Y)
H3
arranged in the form of a statement with 5 alternative answers using a Likert scale. The data analysis technique used SPSS 25.
4. Result and Discussion
4.1. Validity and Reliability Test Results
Table 1, Validity and Realibility Test Result
Variable Indicator r value Condition Cronbach's Alpha Service Quality (X1) X1.1 0.604 R value >0.149 0.893
X1.2 0.598 R value >0.149 X1.3 0.591 R value >0.149 X1.4 0.728 R value >0.149 X1.5 0.766 R value >0.149 X1.6 0.742 R value >0.149 X1.7 0.776 R value >0.149 X1.8 0.838 R value >0.149 X1.9 0.716 R value >0.149 X1.10 0.765 R value >0.149
Location (X2) X2.1 0.776 R value >0.149 0.742
X2.2 0.648 R value >0.149 X2.3 0.686 R value >0.149 X2.4 0.756 R value >0.149 X2.5 0.649 R value >0.149 Student Satisfaction
(Y)
Y.1 0.783 R value >0.149 0.773
Y.2 0.598 R value >0.149 Y.3 0.728 R value >0.149 Y.4 0.723 R value >0.149 Y.5 0.783 R value >0.149
The table above shows that all of the variable indicators used in this study have a correlation value above rtable 0.149. This means that all indicators used to measure all variables in this study are declared to have high validity. Based on the table above, it can be seen that the independent variables consisting of Service Quality (X1), Location (X2), and the dependent variable Student Satisfaction (Y) each have a Cronbach Alpha value greater than 0.6. This shows that all of these variables are reliable and can be used in further analysis.
4.2. Classical Assumption Test
Table 2, Classical Assumtion Test
Classic assumption test Results Criteria Information
Normality test
The dots or plots spread around the diagonal line and follow the
diagonal line
Normal Distribution
Heteroscedasticity Test
The points or plots spread
above and below the number O axis
Y
Heteroscedasticity does not occur
Multicollinearity Test
Service Quality (X1) Location (X2)
Tolerance VIF
.797 1.255
.797 1.255
Tolerance > 0.1 VIF < 10
Variable X1 does not occur Multicollinearity
Variable X2 does not occur Multicollinearity
4.3. Multiple Linear Regression Analysis
Table 3, Multiple Linear Regression Analysis
Unstandardized Coefficients Standardized Cofficients
Model B Std. error Beta
1 (Constant) 2.465 1,893
Service Quality (X1) .296 .048 .583
Location (X2) .224 .102 .207
Consumer Satisfaction:
Y = a + b1X1 + b2X2 + e Y = 2.465 + 0.296 + 0.224 + e
1. The constant value is 2.465. That is, there is no influence of independent variables which include Service Quality and Location. The value of the dependent variable of Student Satisfaction is 2.465.
2. The coefficient value of the Service Quality variable is 0.296 with a positive value. This means that every one unit increase in the Service Quality variable will have an impact on increasing the Student Satisfaction variable by 0.296 assuming other factors are constant or constant.
3. The coefficient value of the Location variable is 0.224 with a positive value. This means that every one unit increase in the Location variable will have an impact on increasing the Student Satisfaction variable by 0.224 assuming other factors are constant or constant.
From these results, the variables consisting of Service Quality (X1) and Location (X2) have a positive or direct influence on the dependent variable of Student Satisfaction (Y) at the Mahameru Kebraon Tutoring Institute.
4.4. Coefficient of Determination
Table 4, Coefficient of Determination
Model R
R Square
Adjusted R Square
Std. Error of the Estimate
Durbin - Watson
1 ,701a ,492 ,477 2,460 2,214
The results of the analysis show that the value of Adjusted R Square is 0.492. This means that the variables of service quality (X1) and location (X2) have a contribution of 49.2% in explaining student satisfaction (Y). While other factors have a contribution of (100% - 49.2%) = 50.8%, can be explained by variables other than the variables studied.
4.5. Simultaneous Test (F)
Table 5. Simultaneous Test (F) Model
Sum of
Squares df
Mean
Square F Sig.
1 Regression 421.194 2 210.597 34,813 ,000b
Residual Total
435.553 856,747
72 74
6,049
The F statistical test basically shows whether all the independent variables included in the model have a joint effect on the dependent variable. The test criteria are:
1. If F count > F table or significance probability value < 0.10, then Ho is rejected and Ha is accepted 2. If F count < F table or significance probability value > 0.10, then Ho is accepted and Ha is rejected
The results of testing the model together (simultaneously) above obtained the Fcount value of 34,813.
This value is greater than the value of Ftable which is 3.118. Likewise, the resulting significance value of 0.000 is much smaller than the significance value used, which is 5% or 0.05. So it can be concluded that H0 is rejected and H1 is accepted. This means that the variables of Service Quality (X1) and Location (X2) simultaneously have a significant influence on Student Satisfaction (Y) at the Mahameru Guidance Institute Kebraon Surabaya.
4.6. Partial Test (t)
Table 6, Partial Test
Model Unstandardized
Coefficients
Standardized Coefficients
t Sig
B Std.
Error
Beta
1 (constant) 2,465 1,893 ,538
,207
1,302 ,197
X1 ,296 0.048 6,191 ,000
X2 ,224 ,102 2,204 ,031
The results of the t-test in this study are as follows:
a. Based on statistical testing with SPSS, the t-count between Service Quality (X1) and Student Satisfaction (Y) is 6.191 with a significance value of 0.000 which is smaller than the significance level of 5% or 0.05; so it can be concluded that H0 is rejected and H1 accepted. This means that the Service Quality variable partially affects the Student Satisfaction variable
b. Based on statistical testing with SPSS, the t-count between Location (X2) and Student Satisfaction (Y) is 2.204 with a significance value of 0.031, which is smaller than the significance level of 5%
or 0.05; so it can be concluded that H0 is rejected and H1 accepted. This means that the location variable partially affects the student satisfaction variable.
4.7. Dominant Test
Table 7, Dominant Test
Model
Unstandardized Coefficients Standardized Coefficients B
Std.
Error Beta
1 (Constant) 2,465 1,893
Service Quality (X1)
,296 0.048 ,583
Location (X2)
,224 ,102 ,207
From the two independent variables consisting of Service Quality (X1) and Location (X2), it can be seen that Service Quality (X1) has the largest (beta) coefficient value of 0.583 which is the largest value among the existing independent variables. So it can be concluded that the independent variable which has an influence on the dependent variable of Student Satisfaction (Y) is the Service Quality variable (X1).
5. Conclusions
1. Based on the simultaneous test (F) that the all research variables consisting of service quality and location simultaneously have a significant effect on student satisfaction variable. This is proven by the results of the calculated F value > F table which is 34,813 > 3,118, with a probability level of <0,05, namely 0,000 < 0,05 The Hypotesis 1 that the author put forward in this study is empiricially proven true and can be accepted.
2. Based on the partial test (t) that all variables in the study consisting of service quality and location partially have a significant effect on the student satisfaction variable. This is evidenced by the results of the calculated t value of each variable > t table, namely the service quality variable 6,191 > 1,993, with a significance probability level of < 0,05 that is 0,000 < 0,05, the location variable is 2,204 > 1,993, with a significance probability level of < 0,05 that is 0,031 < 0,05. The Hypotesis 2 that the author put forward in this study is empiricially proven true and can be accepted.
3. The results also show that the service quality variable is the dominant variable that affects student satisfaction compared to the location variable.
4. From the results of multiple linear regression equations, it’s known that the variables of service quality and location show a positive influence on student satisfaction at Mahameru Tutoring Institute Kebraon Surabaya.
5. From the results of the coefficient of determination (R2) obtained a value of 0,492, meaning that 49,2% of the student satisfaction variable is influenced by the variables of service quality and location. So that 50,8%
is influenced by other variables outside this research model.
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Biographies
Moch Miftach Farid. Is a final year student who is completing his final project as one of the graduation requirements. Currently taking a management study program at the Faculty of Economics and Business at Narotama University, Surabaya. Has completed high school education at SMAN 20 Surabaya.
Qausya Faviandhani. Born in Mataram on December 26th, 1985, obtained a Master's degree in Management from Airlangga University, Surabaya, in 2012. Bachelor of Management Economics from Bina Nusantara University, Jakarta, in 2009. Apart from teaching, he is Director of Marketing at PT. Lombok NTB Pearls, CEO of Gili Escape Hotel and many more.
I Putu Artaya. Born in Jakarta on June 29th, 1966, obtained a Master's degree in Human Resource Management from Narotama University, Surabaya, in 2002. Bachelor of Economics in Marketing Management from the same campus, graduated in 1991. Apart from teaching, he is also active in research activities, as a researcher and as a principal investigator. Other activities carried out are regularly writing books, and the most phenomenal is a book entitled Salesmanship – Building a Sales Network, Optimizing small business centers in the field of food security and many more.
