Measuring Customer Perception of Higher Education Brochure Quality: Developing and Validating a Scale
Abstract
The higher education in Indonesia is divided into two groups, which are
Public Universities and Private Universities. The Public Universities are managed
by the Research, Technology, and Higher Education Minister of Republic
Indonesia, while the Private Universities are the ones that are managed by
foundations or non-governmental organizations. All of the Private Universities in
Indonesia are coordinated by an agency called Koordinator Perguruan Tinggi
Swasta (Kopertis). http://sevima.com/beberapa-jalur-penerimaan-mahasiswa-barudi-ptn-dan-pts/.
The primary purpose of this research is to identify customer perception of
higher education brochure quality and develop a multidimensional scale for
measuring the concept accordingly. The development and validation of this scale
follow a rigid procedure. The sample of this research uses a non probability
sampling for 115 students and parents in Surabaya. The result of the research
shows that higher education brochure quality have four dimensions, which are
unity design (0.851), complexity design (0.966), intensity design (0.875), and
novelty design (0,925).The valid indicators in this research are 21 from 23. The
current research illuminates the procedure for developing a complete scale for
future higher education research