Improving Student-Alumni Satisfaction and Institutional Image Through Social Media Engagement in Tourism Vocational Higher Education
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May 18, 2022
Keywords:
Social Media Engagement, College Image, Student and Alumni Satisfaction
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Abstract
Advances in information technology and internet service users are increasing rapidly every year. The behavior of social media users exerts a broad influence on various aspects of the business, including higher education being the background to this research. This research aims to analyze the influence of the image of universities and social media engagement on student and alumni satisfaction and the role of social media engagement in increasing student satisfaction. The study used a survey method conducted on 208 students and alumni of one of the vocational tourism colleges in Jakarta who became followers of the campus' officialInstagram account. Data analysis methods use SEM (Structural Equation Model) with the help of Smart-PLS 3software. The results revealed that the image of the college significantly affects social media engagement and student and alumni satisfaction. Social media engagement significantly affects customer satisfaction, and social media engagement is a significant mediator in the relationship between the college's student and alumni satisfaction image. The conclusion of this study has implications for college management to pay attention to campus social media to improve the college's sustainability.
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References
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Rahmawati, E., & Aji, S. (2016). Pengaruh Customer Engagement Terhadap Kepuasan Pelanggan Dan Kepercayaan Merek Serta Dampaknya Pada Loyalitas Merek. Jurnal Riset Ekonomi Dan Manajemen, 15(2), 246. https://doi.org/10.17970/jrem.15.150204.id
Rattanamethawong, V., Sinthupinyo, S., & Achara, E. (2015). An Innovation System that Can Quickly Responses to the Needs of Students and Alumni. Procedia - Social and Behavioral Sciences, 182, 645–652. https://doi.org/10.1016/j.sbspro.2015.04.801
Schleicher, D., Watt, J., & Greguras, G. (2004). Reexamining the Job Satisfaction-Performance Relationship: The Complexity of Attitudes. The Journal of Applied Psychology, 89, 165–177. https://doi.org/10.1037/0021-9010.89.1.165
Stephenson, A. L., & Yerger, D. B. (2015). The Role of Satisfaction in Alumni Perceptions and Supportive Behaviors. Services Marketing Quarterly, 36(4), 299–316. https://doi.org/10.1080/15332969.2015.1076696
Tempo.co. (n.d.). 45 Juta Pengguna Instagram, Indonesia Pasar Terbesar di Asia.
Weiss, H. (2002). Deconstructing job satisfaction: Separating evaluations, beliefs and affective experiences. Human Resource Management Review, 12, 173–194.
Al-Rahmi, W. M., Othman, M. S., & Yusuf, L. M. (2015). Effect of engagement and collaborative learning on satisfaction through the use of social media on Malaysian higher education. Research Journal of Applied Sciences, Engineering and Technology, 9(12), 1132–1142. https://doi.org/10.19026/rjaset.9.2608
APJII. (2020). Laporan Survei Internet APJII 2019 – 2020 (Q2). In Asosiasi Penyelenggara Jasa Internet Indonesia (Vol. 2020). https://apjii.or.id/survei
Azoury, N., Daou, L., & Khoury, C. EL. (2014). University image and its relationship to student satisfaction- case of the Middle Eastern private business schools. International Strategic Management Review, 2(1), 1–8. https://doi.org/10.1016/j.ism.2014.07.001
Brodie, R., Hollebeek, L. ., Ilic, A., & Juric, B. (2011). Customer engagement : Conceptual domain , fundamental propositions , and implications for research. Journal of Service Research, 14(3)(May 2019), 252–271.
Brodie, R. J., Hollebeek, L. D., Juric, B., & Ilic, A. (2011). Customer Engagement : Conceptual Domain, Fundamental Propositions, and Implications for Research. Journal of Service Research, 13(3), 252–271. https://doi.org/10.1177/1094670511411703
Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer Engagement in a Virtual Brand Community: An Exploratory Analysis. Journal of Business Research, 66(1), 105–114. https://doi.org/10.1016/j.jbusres.2011.07.029
Brown, R. M., & Mazzarol, T. W. (2006). Factors Driving Student Satisfaction and Loyalty in Australian Universities: The Importance of Institutional Image. 20th Annual Australia & New Zeland Academy of Management, 1–12.
Chandra, T., Hafni, L., Chandra, S., Purwati, A. A., & Chandra, J. (2019). The influence of service quality, university image on student satisfaction and student loyalty. Benchmarking, 26(5), 1533–1549. https://doi.org/10.1108/BIJ-07-2018-0212
Chen, C. F., & Chen, C. T. (2014). The effect of higher education brand images on satisfaction and lifetime value from students’ viewpoint. Anthropologist, 17(1), 137–145. https://doi.org/10.1080/09720073.2014.11891423
Cheung, C. M. K., Lee, M. K. O., & Jin, X.-L. (2011). Customer Engagement In An Online Social Platform: A Conceptual Model And Scale Development. Thirty Second International Conference on Information Systems.
Greve, G. (2014). The Moderating Effect of Customer Engagement on the Brand Image – Brand Loyalty Relationship. Procedia - Social and Behavioral Sciences, 148, 203–210. https://doi.org/10.1016/j.sbspro.2014.07.035
Hsieh, M. H., Pan, S. L., & Setiono, R. (2004). Product-, corporate-, and country-image dimensions and purchase behavior: A multicountry analysis. Journal of the Academy of Marketing Science, 32(3), 251–270. https://doi.org/10.1177/0092070304264262
Islam, J. U., & Rahman, Z. (2016). Examining the effects of brand love and brand image on customer engagement : An empirical study of fashion apparel brands. 2685(January). https://doi.org/10.1080/20932685.2015.1110041
Islam, J. U., Rahman, Z., & Hollebeek, L. D. (2017). Consumer Engagement in Online Brand Communities: A Solicitation of Congruity Theory. Internet Research, 28(1), 23–45.
Iswahyudi, P., Mubarok, A., Arif, R., Lestari, U., & Wibowo, N. (2020). The Effect Of Service Quality , And Corporate Image On Learning Satisfaction And Study Loyalty And Its Impact On Mouth Words In All Group Ministry Of Relations Aviation Vocational Colleges. 9(1), 62–75.
Kotler, P., & Keller, K. L. (2017). Marketing Management (16th ed.). Pearson India.
Maria, S., Loureiro, C., Gorgus, T., & Kaufmann, H. R. (2017). Antecedents and outcomes of online brand engagement The role of brand love on enhancing. Online Information Review, 41(7), 985–1005. https://doi.org/10.1108/OIR-08-2016-0236
Masserini, L., Bini, M., & Pratesi, M. (2019). Do Quality of Services and Institutional Image Impact Students’ Satisfaction and Loyalty in Higher Education? Social Indicators Research, 146(1–2), 91–115. https://doi.org/10.1007/s11205-018-1927-y
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63, 33–44. https://doi.org/10.2307/1252099
Panda, S., Pandey, S. C., Bennett, A., & Tian, X. (2019). University brand image as competitive advantage: a two-country study. International Journal of Educational Management, 33(2), 234–251. https://doi.org/10.1108/IJEM-12-2017-0374
Patterson, P. G., Yu, T., & Ruyter, K. De. (2006). Understanding Customer Engagement in Services. Proceedings Of Anzmac 2006 Conference.
Rahmawati, E., & Aji, S. (2016). Pengaruh Customer Engagement Terhadap Kepuasan Pelanggan Dan Kepercayaan Merek Serta Dampaknya Pada Loyalitas Merek. Jurnal Riset Ekonomi Dan Manajemen, 15(2), 246. https://doi.org/10.17970/jrem.15.150204.id
Rattanamethawong, V., Sinthupinyo, S., & Achara, E. (2015). An Innovation System that Can Quickly Responses to the Needs of Students and Alumni. Procedia - Social and Behavioral Sciences, 182, 645–652. https://doi.org/10.1016/j.sbspro.2015.04.801
Schleicher, D., Watt, J., & Greguras, G. (2004). Reexamining the Job Satisfaction-Performance Relationship: The Complexity of Attitudes. The Journal of Applied Psychology, 89, 165–177. https://doi.org/10.1037/0021-9010.89.1.165
Stephenson, A. L., & Yerger, D. B. (2015). The Role of Satisfaction in Alumni Perceptions and Supportive Behaviors. Services Marketing Quarterly, 36(4), 299–316. https://doi.org/10.1080/15332969.2015.1076696
Tempo.co. (n.d.). 45 Juta Pengguna Instagram, Indonesia Pasar Terbesar di Asia.
Weiss, H. (2002). Deconstructing job satisfaction: Separating evaluations, beliefs and affective experiences. Human Resource Management Review, 12, 173–194.