ANALISIS CITRA PADA PROGRAM STUDI MANAJEMEN UNIVERSITAS PEMBANGUNAN NASIONAL ”VETERAN” YOGYAKARTA

Sutiono, Heru Tri and Darpito, Surpiko Hapsoro (2012) ANALISIS CITRA PADA PROGRAM STUDI MANAJEMEN UNIVERSITAS PEMBANGUNAN NASIONAL ”VETERAN” YOGYAKARTA. Buletin Ekonomi. ISSN 1410-2293

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    Abstract

    The objective of this research is to analyze image of management study program of UPN “Veteran” Yogyakarta in order to obtain positive image in student environment due to positive image is expected to attract students’ candidates to come and to attend education in the campus. Image attributes analyzed in that research is physical facilities, tuition fee, service quality, product and promotional quality. The respondents consist of students, lecturers, and officers of management study program of UPN “Veteran” Yogyakarta that is active and is registered in 2009/2010 teaching year. The number of respondents is 263; and lecturers and officers amount of 39 people. The image is analyzed by using Semantic Differential Analysis, Audience Analysis: Familiarity Scale and Favorability Scale and Loyalty. Result of this management study program research image is positive, liked and known and also students’ loyalty towards that program is high, but there is a high gap to attribute tuition fee. Therefore, the researcher suggests to overcome tuition fee issue; management study program must be able to improve its students value (customer value) by giving quite strong and valued advantage to its students, so that management study program no need to be a competitor that offers low price product to win the competitions among private university management study programs in Yogyakarta. This can be performed by improving lack of image attribute and improving some other values. In management service hospitality, is also less felt by the students, besides its poor toilet conditions so that it becomes a main priority to be improve. Besides, management study program has a rather hard forward challenge to maintain students’ loyalty in order to stay committed to recommend others, express positive things to management study program; keep tying relationship with management study program (actively get involved in alumnae ties) and keep choosing this program to the future advanced studies Keywords: value, image, loyalty, service quality, product and promotional

    Item Type: Article
    Subjects: 600 Teknologi
    Divisions: Fakultas Ekonomi > Manajemen
    Depositing User: Sri Lestari
    Date Deposited: 19 Mar 2012 09:29
    Last Modified: 19 Mar 2012 09:29
    URI: http://repository.upnyk.ac.id/id/eprint/2438

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