PEMETAAN POSISI KEUNGGULAN MUTU LAYANAN UNIVERSITAS SWASTA MENGGUNAKAN UJI MULTIDIMENSIONAL SCALLING

Abstract

This research aims to conduct a perceptual mapping test of private universities in the
Soloraya area based on student perceptions of service quality. The research object as
samples was students at five universities, namely Unwidha, UMS, Muhammadiyah
University of Klaten, Unisri and Unsa with a total of 100 respondents. The sampling
technique was non-random purposive sampling. Service quality attributes tested in the
research included brand image, quality of education, tuition fees, campus facilities,
academic environment, and quality of teaching staff provided by a number of
universities. The test activities carried out in the research included testing the validity
and reliability of items as well as multidimensional scaling tests. The MDS test is
useful in providing exposure to the perception map in the mind map of students at each
university that is close to each other or farthest away based on the attribute of service
quality excellence. The university position that appears in a perception map will show
the excellent quality position of a university compared to other universities.
Quantitative test of the perception map used SPSS 21 software. The research results
found a map of the position of each university as an effort to develop a strategy to
increase competitive excellence. UMS and Unisri are in a relatively excellent quadrant
position compared to the other three universities. The beginning of research activities
is to propose marketing strategy solutions to win competition among university
institutions in the future