Private universities in Indonesia: Perspective on students’ satisfaction and marketing strategy in Post Pandemic Era

Authors

  • Senny Luckyardi Universitas Komputer Indonesia
  • Ratih Hurriyati Universitas Pendidikan Indonesia
  • Bambang Widjajanta Universitas Pendidikan Indonesia
  • Disman Disman Universitas Pendidikan Indonesia
  • Puspo Dewi Dirgantari Universitas Pendidikan Indonesia https://orcid.org/0000-0002-4414-8395
  • Bagas Dwi Suryo Wibowo University of Glasgow https://orcid.org/0000-0002-7720-7400

DOI:

https://doi.org/10.15549/jeecar.v9i5.1053

Keywords:

Private universities, Digitalized university, Students’ satisfaction, Information and communication technology, Marketing

Abstract

This research aimed to analyse the student’s satisfaction toward e-learning implementation in private universities and how it can be used as a marketing tool in the post-pandemic era. Furthermore, the antecedents of e-learning were also studied. We selected an ICT-based private university in Bandung as a model. The data were collected using e-questionnaire, distributed to students who was subjected to PLS-SEM to be used in the analysis. The results showed that e-learning implementation positively contributed to students’ satisfaction. Additionally, from the perspective of students as consumers, e-learning implementation significantly leads to the increase of their satisfaction which contributes to a good marketing strategy. This study has novel input to enrich the literature of e-learning domain as one of the requirements in creating a digitalized university as a marketing tool for the initiation of digitalized university

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Published

2022-11-05

How to Cite

Luckyardi, S., Hurriyati, R. ., Widjajanta, B., Disman, D., Dirgantari, P. D., & Wibowo, B. D. S. (2022). Private universities in Indonesia: Perspective on students’ satisfaction and marketing strategy in Post Pandemic Era. Journal of Eastern European and Central Asian Research (JEECAR), 9(5), 726–740. https://doi.org/10.15549/jeecar.v9i5.1053

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