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<title><![CDATA[PENGARUH STRATEGI PEMASARAN DAN KEPUASAN TERHADAP LOYALITAS MAHASISWA ITENAS BANDUNG DENGAN PENDEKATAN STRUCTURAL EQUATION MODELING (SEM)]]></title>
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<namePart>ARDELYA PUTRI AZZAHRA SOMANTRI / 132021070</namePart>
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<note>Strategi pemasaran perguruan tinggi belum optimal mempertahankan mahasiswa aktif, sehingga ketidakpuasan dan kurangnya keterlibatan mahasiswa memicu pengunduran diri yang beresiko menurunkan loyalitas mahasiswa terhadap perguruan tinggi. Penelitian ini bertujuan untuk menganalisis pengaruh secara langsung strategi pemasaran terhadap loyalitas mahasiswa, serta pengaruh tidak langsungnya dengan tingkat kepuasan mahasiswa sebagai variabel mediator. Penelitian menggunakan pendekatan Structural Equation Modeling (SEM) dan dilakukan dengan melibatkan seluruh program studi di Universitas XYZ dengan jumlah sampel sebanyak 173 mahasiswa. Hasil penelitian menyatakan bahwa strategi pemasaran memiliki pengaruh signifikan ke arah positif terhadap loyalitas mahasiswa dengan elemen marketing mix “people” yang terbukti paling efektif. Selain itu, kepuasan mahasiswa juga terbukti sebagai variabel mediator parsial yang memperkuat hubungan antara strategi pemasaran dan loyalitas mahasiswa.
Kata kunci: strategi pemasaran, loyalitas mahasiswa, kepuasan mahasiswa, SEM</note>
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