Strategy to Build Student Loyalty Novi Rakhmiyanti, Bedjo Sujanto, Eliana Sari
Universitas Negeri Jakarta
Abstract
Strategy to Build Student Loyalty
Novi Rakhmiyanti1, Bedjo Sujanto2, Eliana Sari3
novirakhmiyanti89@gmail.com
Abstract
This study aims to describe the loyalty of STIE Tri Dharma Widya students. This research method is a case study with a qualitative approach. The research data were obtained through interviews, observation and documentation. Data analysis was performed using interactive qualitative analysis. The results showed that student loyalty at STIE Tri Dharma Widya was in the low category as indicated by students who moved campuses. The factors that influence student loyalty include the lack of student satisfaction with the quality of higher education services, the image of higher education has not been well developed, and student trust in higher education is still low. Meanwhile, the efforts made by STIE Tri Dharma Widya in increasing student loyalty are: (1) improving learning facilities and infrastructure, employee and lecturer reliability in providing quality services, responsiveness of higher education to changes in education and responding to competition, fostering employee empathy in providing services to students through services that provide convenience for students who experience problems in the educational process. (2) strengthening and forming the identity of higher education institutions using learning methods that cannot be found in other universities, carrying out educational activities that form certain characteristics, showing a positive image of the quality of their performance and trying to show specific advantages compared to other universities. (3) building student confidence by demonstrating the openness of the higher education institution to the management,showing consistency in providing superior academic services, competence in the management and development of higher education institutions and showing higher education integrity through fulfillment.
Keyword: Strategy, Building, Student Loyalty
