PENGARUH KESESUAIAN HARGA DAN PROMOSI TERHADAP KEPUASAN MAHASISWA MELALUI PERCEIVED VALUE DI FAKULTAS TEKNIK UNIVERSITAS PELITA BANGSA CIKARANG

Abstract

This research is motivated by the level of student satisfaction of the the Faculty of Engineering, Pelita Bangsa University, Cikarang, which has not been maximized. The causal factor is thought to be the price or cost of education which is felt to be inappropriate by students and promotions that have not been implemented effectively. The purpose of this study was to determine the effect of price suitability and promotion on student satisfaction through perceived value. The study was conducted on 102 samples from 1,293 students in the faculty by proportional random sampling. The main data collection using
a questionnaire. Path analysis is used to determine a fit model of suitable structural equation based on Partial Least Square using Smart PLS Version 3.3.6.
Conclusions of the results: 1) Price suitability have a positive and significant effect on perceived value; 2) promotion have a positive and significant effect on perceived value; 3) Perceived value has not significant effect on student satisfaction; 4) price suitability has a positive and significant effect on student satisfaction; and 5) promotion have a positive and significant effect on student satisfaction.