THE EFFECT OF ADVERTISING AND SERVICE QUALITY THROUGH CUSTOMER VALUE AGAINTS SATISFACTION AT UT REGIONAL OFFICE IN TERNATE

Abstract

This study aims to analyze the effect of advertising and service quality on satisfaction through customer value as moderation. The type of research used was quantitative, with a sample of 95 students at the Ternate Regional Open University using proportional stratified random sampling. The model used is path modeling analysis with Smart Partial Least Square (PLS) as a statistical test tool. The following are the results of the research including; 1) Advertising has no positive and significant effect on satisfaction, because t-count is smaller than t-table at a significance level of 5%, 2) Service Quality has a positive and significant effect on satisfaction, because t-count is greater than t-table at a significance level of 5 %, 3) Advertising has a positive and significant effect on Customer Value, because t-count is greater than t-table at a significance level of 5%, 4) Service Quality has a positive and significant effect on Customer Value, because t-count is greater than t-table significance level of 5%, 5) Customer value has a positive and significant effect on student satisfaction, because t-count is greater than t table at a significance level of 5%, 6) Customer value is able to fully mediate (full mediated) the positive and significant effect of advertising on Student Satisfaction, because t-count is greater than t-table at a significance level of 5%, and 7) Service Quality is able to mediate partially (partially mediated) the positive and significant effect of Advertising on Student Satisfaction, because t-count is greater than t table on 5% significance level.