Private universities in Indonesia: Perspective on students’ satisfaction and marketing strategy in Post Pandemic Era
| Autor: | Senny Luckyardi, Ratih Hurriyati, Bambang Widjajanta, Disman Disman, Puspo Dewi Dirgantari, Bagas Dwi Suryo Wibowo |
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| Rok vydání: | 2022 |
| Předmět: | |
| Zdroj: | Journal of Eastern European and Central Asian Research (JEECAR). 9:726-740 |
| ISSN: | 2328-8280 2328-8272 |
| DOI: | 10.15549/jeecar.v9i5.1053 |
| Popis: | 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 |
| Databáze: | OpenAIRE |
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