The Influence of Student Experiences, Institution Image, and Perceived Quality on Students' Satisfaction At Al-Amjad Islamic Education, Medan

The purpose of this research is to examine various variables of student experience, institutional image, perceived quality on student satisfaction. This research was conducted in December 2022 with 100 students at the Al-Amjad School as respondents. This study uses a quantitative descriptive approach with random sampling. This study uses data analysis, namely the validity and reliability of using the model structure (PLS-SEM) with smartpls used to test the model using path analysis. Based on the results of the study, it shows that student experience has no effect on student satisfaction. The results of the study also found that student experience proved to have an effect on institutional image. Then, institutional image and perceived value are proven to have a positive and significant effect on student satisfaction .


INTRODUCTION
Consumer satisfaction plays an important role in every aspect of the business environment.Businesses that want to remain competitive have no choice but to satisfy their consumers (García-Buades, Ramis-Palmer, & Manassero-Mas, 2015), it becomes important to understand what causes satisfaction (or dissatisfaction) for students in this competitive environment. .Despite some opposing viewpoints (Saunders, 2015), research has claimed that students are the consumers of educational institutions (Johnson, Friend, & Agrawal, 2016).In fact, before students start paying tuition fees (Monim & West, 2010), thus their satisfaction must be the number one priority for the school.However, it seems that education business actors need to pay attention to language and customer-oriented treatment for students.Students are treated as users of complex and multidimensional services.Student satisfaction is one of the main goals for all existing companies, including educational institutions or schools.The development of private schools in big cities has sparked attention for all school management to create sustainability for these schools by increasing customer satisfaction and also loyalty, which in educational institutions is called student (student) satisfaction.The increase in customer satisfaction is motivated by the assumption that a high level of satisfaction will lead to a stronger competitive level of the school which will make it easier to recruit new students and also retain students who are already attending the school.The need for schools or educational institutions to increase the number of students is also identified by globalization.The level of student satisfaction needs further research at Al-Amjad Islamic College.As one of the schools that has just been established since 2016, it is necessary to conduct research on the level of student satisfaction and its supporting factors.This is also due to a phenomenon that occurs at the Al-Amjad Islamic College, namely the ratio of the number of students enrolled to the set target, as it is known that there is a phenomenon of the success rate of achieving the target number of students being at an average rate of 85.43%, with the greatest success in 2022 it was 93% and the least success in 2018 was 79.40%.This explains that the school has succeeded in creating a good level of satisfaction in the 2021-2022 period with a success rate increasing by 12% to create quality education.The measure of student satisfaction is the core of the assessment of the experience of students participating in the learning that has been given.This satisfaction assessment is a benchmark for making improvements to the experience and can find out all the expectations desired by students for the experience provided.Schools are fully responsible for students' needs, including their relation to existing experiences (Savila et al., 2019).
In reality, not all schools can provide a total learning experience to their students, many schools only promise to provide quality experiential learning but in reality the experience provided is not maximally given to their students.The success of a school in providing education can be measured from the satisfaction of its students where customer satisfaction is educational services.Problems like this are experienced by many schools in general, because all the facilities do not meet the needs of students.The non-optimal quality of service in these institutions is also a problem in these institutions, thereby reducing the quality of student experience when participating in learning activities at school, because each student has different satisfaction (Haverila, Haverila, Mclaughlin, & Arora, 2021).Based on the explanation above, students' learning experience is influenced by student satisfaction in participating in school programs.Selfsatisfaction is the degree of conformity between the desired product and/or service and the reality received.The suitability is the result.This paper aims to analyze and seek the latest findings regarding several variables that are interrelated theoretically and in the literature, namely student experience, institutional image, perceived quality, and student satisfaction.
According to Menurut Rangarajan, Gelb, & Vandaveer (2017) defines the quality of experience as a perceived assessment of the excellence or superiority of the customer experience.Experience also has an effect on brand image.As long as the experience is assessed, the image is needed to form a positive perception in determining the value received.A bad image will lead to bad perceptions and cause students to get angry easily.On the other hand, a good image creates a perception of the quality of a good school, so that students can easily forgive a mistake.Image is considered very important for every organization, including a school.This is because the image is the overall form of the impression that is built in the minds of the public about the organization (Eliba, et.al, 2017).Several research results explain the effect of student experience on student satisfaction.The results of research by Biles et al. (2021) explains that students at nursing schools have good experience so that it influences student satisfaction at the school.This is also in line with the results of research by Patlán Pérez & Martínez Torres (2017) which explains that good and positive experiences have a great influence on the level of satisfaction that tourists have in traveling and the image of a tourist attraction has an effect on consumer satisfaction.Based on the explanation above, experience and image also have a positive and significant effect on satisfaction.Then, the hypothesis is taken: H1: Student experience has a positive effect on student satisfaction.H2: Student experience has a positive effect on Institution Image.
Image as a representative of the individual regarding mental knowledge (beliefs), feelings, and overall perception of the perceived object (Lai & Chen, 2011).The positive image that is owned by an institution will have a strong influence in shaping existing satisfaction.Institutional image owned by the school is one of the factors in student satisfaction.The level of student satisfaction is influenced by perceptions of products or services where these perceptions are built by prices, images, service stages, and service moments from related organizations (Temizer and Turkyilmaz, 2012).A bad image will lead to bad perceptions and cause students to get angry easily.On the other hand, a good image creates a perception of the quality of a good school, so that students can easily forgive a mistake.Image is considered very important for every organization, including a school.This is because the image is the overall form of the impression that is built in the minds of the public about the organization (Eliba, et.al, 2017).Several studies show the relationship and influence between image and satisfaction.The results of research by Hemsley-Brown, Melewar, Nguyen, & Wilson (2016) explain that image can have an influence on consumer satisfaction because satisfaction is part of the value evaluation process carried out to determine whether or not the image of an institution has a positive impression.The research results of Heinberg, Ozkaya, & Taube (2017)explain that institution image and perceived quality can influence the satisfaction of an institution because image is an impression that is owned by the community so that it can form satisfaction with what is received from an institution (Mehrotra & Parida, 2017).Then, the hypothesis is taken: H3: Institution image has a positive effect on student satisfaction Perceived quality has received attention recently as a stable construct for predicting consumer behavior (Matzler, Strobl, Stokburger-sauer, Bobovnicky, & Bauer, 2016).In addition, perceived quality is also used to increase consumers' willingness to buy and reduce consumers' intentions to seek other alternatives (Matzler et al., 2016).According Dodds Monroe (1985) in (Kusumawati & Huang (2015), proposed a relationship model between perceived quality and stated that perceived quality is an important factor in the product/service purchasing decision process and will choose the highest.Perceived quality is a very subjective concept.Broadly defined, the concept of perceived quality comes from the theory of behavior, feelings, and attitudes of consumers to understand their inclination towards interest in buying products/services that exist in their environment based on the quality received.The results of the research byMatzler et al. (2016), explained that the quality received can have an influence on consumer satisfaction because satisfaction as part of the value evaluation process is carried out to determine the perceived quality of an institution that has a positive impression.The results of the study (Haverila, et.al, 2021) also explain that image and perceived quality affect student satisfaction at universities.Then, the hypothesis is taken: H4: Perceived quality has a positive effect on student satisfaction

METHOD
This research is an explanatory research, which aims to determine the relationship between research variables (student experience, institutional image, and perceived value on student satisfaction).Explanatory research is a study to find and explain causal relationships between variables through hypothesis testing (Ferdinand, 2014).The population in this study were all students of Al-Amjad Islamic College, totaling 1780 students with a target sample of 100 samples taken through purposive sampling with criteria, aged 12 years and over, and were students in grades 7-12 at Al-Amjad and the data would be processed using SmartPLS.The results of the data analysis explained that the male sex was 47 people or 47% and the female sex was 53 people or 53%.This explains that the respondents are dominated by the female sex.Furthermore, the respondent's education is 100% at the junior high school level.In terms of age, respondents aged 12-14 years were 74 people or 74% and aged 15-17 years were 26 people or 26%.  2 also explains that overall the variables for measuring convergent validity are above 0.5.Then, overall the average variance extracted (AVE) value is above 0.5.Therefore, all variables are valid.

Effect of Student Experience on Student Satisfaction
Based on Table 3, it is known that the results of testing the first hypothesis have a significance value of t obtained for 0.129 <0.000, meaning that the first hypothesis is rejected with a statistical t value of 1.521 <t table (1.96).These results explain that there is no positive and significant effect between student experience on student satisfaction.The results of this study found that the experiences of students who attended Al-Amjad school did not have satisfaction that matched the expectations of the students.It also found new facts that the school has a system that is not in accordance with the wishes and needs of students.This needs to be addressed as material for the school's evaluation.The results of this study are not in line with the results of the research by Biles et al. (2021) explains that students at nursing schools have good experience so that it student satisfaction at the school.This is also in line with the results of research by Patlán Pérez & Martínez Torres (2017) which explains that good and positive experiences have a great influence on the level of satisfaction possessed by students in having education affect satisfaction.Because the results of this study are inconsistent with several previous studies, it can be concluded that there may be other variables that have more influence on student satisfaction, such as institutional image and perceived quality variables, as well as other variables not examined in this study.As for student experiences that do not affect student satisfaction, it could also be because Al-Amjad adopts the same curriculum, the same methods, or the same activities as other schools so that there are no experiences that impress students so that they do not lead to their satisfaction.

The Effect of Student Experience on Institutional Image
Based on Table 3, it is known that the results of testing the second hypothesis have a significance value of t obtained for 0.000 > 0.000, meaning that the second hypothesis is accepted with a statistical t value of 7.138 > t table (1.96).These results explain that there is a positive and significant influence between student experience on institutional image at Al-Amjad school.The results of this study found that the experiences of students attending school had formed a positive perception that had an impact on the image of the Al-Amjad school.Experience also has an effect on brand image.As long as the experience is assessed, the image is needed to form a positive perception in determining the value received.A bad image will lead to bad perceptions and cause students to get angry easily.On the other hand, a good image creates a perception of the quality of a good school, so that students can easily forgive a mistake.Image is considered very important for every organization, including a school.This is because the image is the overall form of the impression that is built in the minds of the public about the organization (Eliba, et.al, 2017).The results of this hypothesis are in line with (Patlán Pérez & Martínez Torres, 2017) which explains that the experience received is good and positive greatly influences the image that is felt and received.

The Effect of Institutional Image on Student Satisfaction
Based on Table 3, it is known that the results of testing the third hypothesis have a significance value of t obtained for 0.000 > 0.000, meaning that the third hypothesis is accepted with a statistical t value of 3.214 > t table (1.96).These results explain that there is a positive and significant influence between institution image on student satisfaction at Al-Amjad school.The results of this study explain that the image of the school that is received and felt by students has a positive influence on creating student satisfaction to attend school.The results of this study are in line with Hemsley-Brown, Melewar, Nguyen, & Wilson (2016) explained that image can have an influence on consumer satisfaction because satisfaction as part of the value evaluation process is carried out to determine whether or not the image of an institution has a positive impression.The research results of Heinberg, Ozkaya, & Taube (2017) explain that institution image and perceived quality can influence the satisfaction of an institution because image is an impression that is owned by the community so that it can form satisfaction with what is received from an institution (Mehrotra & Parida, 2017).

The Effect of Perceived Quality on Student Satisfaction
Based on Table 3, it is known that the results of testing the fourth hypothesis have a significance value of t obtained for 0.001 > 0.000, meaning that the fourth hypothesis is accepted with a statistical t value of 3.218 > t table (1.96).These results explain that there is a positive and significant influence between perceived quality on student satisfaction at Al-Amjad school.The results of this study found that the quality received by students had a positive influence so as to create satisfaction owned by students.The results of this study are in line with Matzler et al. (2016), explained that the quality received can have an influence on consumer satisfaction because satisfaction as part of the value evaluation process is carried out to determine the perceived quality of an institution that has a positive impression.The results of the study (Haverila, et.al, 2021) also explain that image and perceived quality affect student satisfaction at universities.

CONCLUSIONS
Based on the results of research that has been done to test the effect of student experience, institution image, perceived quality, and student satisfaction on students at Al-Amjad school as follows.First, the results of the research conducted to determine the effect of student experience on student satisfaction proved to have no positive and significant effect (H1 was rejected).Second, the results of the research conducted to determine the effect of student experience on institutional image proved to have a positive and significant effect (H2 accepted).Third, the results of the research conducted to determine the effect of institution image on student satisfaction proved to have a positive and significant effect (H3 accepted).Fourth, the results of research conducted to determine the effect of perceived quality on student satisfaction proved to be positive and significant (H4 accepted).

RESULTS AND DISCUSSION Result 1. Analysis Data Table 2. Convergent Validity, Construct Reliability, AVE, Cronbach's Alpha Item Convergent Validity
Based on the results in table 2, it is explained that reliability measurement uses composite reliability.Overall, the composite reliability value is 0.7.The Composite reliability value of the Student Experience variable is 0.883; Institution Image of 0.907; Perceived Quality of 0.898; Students Satifaction of 0.914.Table