Relationship between Total Personal Quality, Service Quality and Student Satisfaction on Higher Education System

Efforts to increase student satisfaction as higher education customers need to be
made, since student satisfaction is related to the university quality. This research
aimed to study the model of student satisfaction as university customers by using
survey method. The sample was determined to be 208 people who were obtained
by proportional random sampling. The instrument used was a questionnaire with
questions of total student quality, quality of lecturer service, and student
satisfaction as higher education customers, with the reliability coefficients of 0.82,
0.84, and 0.86, respectively. Moreover, SEM analysis techniques using AMOS
tools were conducted. Based on the results of the confirmatory factor analysis,
Several points have been obtained, such as: (1) personal leadership is the strongest
indicator (69.38%) to form the total quality student variable, (2) responsiveness is
the strongest indicator (81.90%) to form the quality of lecturer service variable,
and (3) satisfaction is the strongest indicator (78.49%) to form the student
satisfaction as university customers variable. Furthermore, the analysis result found
that the total personal quality of students had no significant effect on the testing of
student satisfaction variables as university customers, However, the service quality
variable had a positive effect on the student satisfaction. The results of this study
will strengthen the student satisfaction model in higher education management and
contribute to the education management science.