Analysis of the Effect of New Student Admission (PMB) Website Service Quality on User Loyalty at UNAI

Higher education institutions are increasingly using online systems for New Student Admission (PMB), including Universitas Advent Indonesia (UNAI) through its PMB website. Although the website facilitates access to information and registration, some users still experience issues such as delayed responses and unclear information. This study aims to analyze the effect of PMB website service quality on user loyalty using service quality adapted from SERVQUAL and the Net Promoter Score (NPS). The study involved 87 student respondents who used the UNAI PMB website, with 86 data points included in the analysis after one data point was excluded through listwise deletion. Service quality was measured using 10 items covering ease of access, information clarity, system speed, interface and navigation, and user support, while user loyalty was measured using NPS. The service quality instrument was tested using Pearson correlation and Cronbach’s Alpha. The results showed that all 10 service quality items (P1-P10) met the validity criteria, and the instrument demonstrated good internal consistency, with a Cronbach’s Alpha value of 0.933. The results of the linear regression analysis showed that service quality had a positive and significant effect on user loyalty, with an R value of 0.405, an R Square value of 0.164, and a significance level of <0.001. The NPS measurement resulted in a score of -3.49, with 29.07% of respondents classified as Promoters, 38.37% as Passives, and 32.56% as Detractors. These findings indicate that improvements in service quality, particularly in aspects receiving relatively lower evaluations, are needed to support increased user loyalty toward the UNAI PMB website.