V-39

ISSN 2085-1944

THE EFFECT INFORMATION TECHNOLOGY SYSTEM ON SERVICE

QUALITY AND PRIVATE UNVERSITY IMAGE

Hotman Panjaitan1, Muhamad Firdaus

1, Anton Breva Yunanda

1

1Universitas 17 Agustus 1945 Surabaya

email: hotman_pp@yahoo.com1, firdausnabila@yahoo.com

1, antonby@yahoo.com

1

ABSTRACT

The result of model test in this study can

explain the relationship between the application of

information technology and online academic

information system on service quality and private

university image in East Java.

Using proportional random sampling,

structural equation model (SEM) analysis and with

the assistance of Amos software, the study shows

that the application of Information Technology (IT)

System on on-line academic information system

increases service quality for student (0.514),

particularly on information accuracy, information

transfer, efficiency and real time. Information

technology system may also indirectly increase the

university image by service quality (0.399).

With communication technology,

information distribution and spread may be done in

rapid and accurate manner, without boundary of

time and space.

Keywords: IT System, Service Quality, University

Image

1. INTRODUCTION

A Companies that have a high level of

quality service, specifically developed two

information systems that greatly enhance their

service capabilities, namely: information system

that collects service performance for management

purposes and employee motivation, and

information systems that disseminate information

deemed useful for customers.

With the use of information technology at

an online academic information system, then the

quality of services received by students will be

increased, especially in terms of accuracy of the

information, the transfer of information, efficiency

and real time. IT System will also raise the image

of the universities. Through communications

technology, distribution and dissemination of

information can be done quickly, accurately,

without limit of time and space.

Ingleson (2000) explained that the IT

System can be built through communication links

between consumers (students) and the management

of universities. Two-way information distribution

service can be done quickly, so that every consumer

the opportunity to submit an evaluation, aspiration

(critics suggested), which then generates consumer

perception that every consumer can meet leaders of

universities (the management) directly, without

long and complex bureaucracy.

The attraction offered by each private

universities are generally associated with service

quality, which in its application varies from one to

another private universities. With the high quality

service, it is hoped will be able to affect the image

of private universities. The image of a private

university formed from the impressions and

feelings based on experiences of service quality

experienced by a person against the university.

Based on the description mentioned above,

the research problem can be formulated as follows:

1. Is the use of information technology at an online

academic information system has positive and

significant impact on service quality of private

universities?

2. Does use of information technology at an online

academic information system has positive and

significant effect on the image of private colleges?

2. LITERATURE REVIEW

2.1. IT Systems

Information systems can represent any

combination of regular people, hardware, software,

network communications, and data resources that

collect, transform, and distribute information within

an organization (O'Brien, 2004). The system

utilizes computer hardware and computer software,

procedures, model analysis, planning, decision-

making techniques and databases. So information

systems should be using the computer. An

academic information system is an information

system that is used to improve the performance of

academic system and improve the quality of

academic information services.

IT System provides five major roles in the

organization, namely to improve; a) efficiency b)

effectiveness; c) communication; d) collaboration,

and e) competitive. At first, the information

technology system used for transaction processing.

The objective of transaction processing to replacing

V-40 The 6th International Conference on Information & Communication Technology and Systems

ISSN 2085-1944

transaction processing by the human with the

technology of information systems.

In the world of higher education, the

efficiency conducted by utilizing of IT System on

the making of the reports, summary of study results

of its students, a list of all students, list of students

per department, list of participants per course, and

making other reports with the help of computers.

This IT System iprovide information for

managers in organizations to support their decision

making process more effectively. More effective

because it is based decision making with accurate

information, timely and relevant.

With the existence of academic

information systems at universities, then the data on

new admissions process, the number of students

accepted per-period, the number of students who

re-register, the number of graduates per-period, and

other information, can be presented quickly, so that

productivity of higher education can be found

quickly as well. Graph admissions process as input

and graphics output can be presented the graduates

as quickly, and all this information can be obtained

quickly, accurately and in real time.

All the information available to support

the management (foundations owner and rectorate)

to establish a policy for the good of university. The

reports also can be used as supporting strategic

policy making, to be able to compete with other

universities, who become rivals.

By using the IT system at an online

academic information system, then the quality of

services received by students will increase,

especially in terms of accuracy of the information,

the transfer of information, efficiency and

timeliness.

An univesity that uses IT System at an

online academic information system , are farsighted

universities, universities that can keep up with

technology, universities can take advantage of

advances in information technology, and can utilize

the facilities provided by information technology.

With the use of IT Systems at the academic

process, it will raise the image of this college.

No less important role of the IT System is

to improve competitiveness. This role can be

achieved with the use of strategic information

systems. IT System is any system used in the

organization to implement strategies for improving

their competitive advantage.

2.2. University Image

If the consumers buy something, he not

just need the stuff, but there was something else he

had hoped. Something else is fit with the image

formed in him. Therefore it is very important to

give information to public organizations in order to

establish a good image. Levit states (in Buchari.

2000), that: “The Marketing Imagination is the

starting pont of success in marketing.”

Kotler states that “the image” is a person

impression ideas and beliefs about something

(Kotler, 2000). Crompton states that the image is an

impression, feelings or conceptions that exist in

public about the company, concerning an object,

person or institution. The image can not be printed

as articles on the plant, but the image is an

impression that is obtained in accordance with one's

knowledge about something. The image formed

from how the company conducts its operational,

which have a basis in terms of service. the image is

formed based on the knowledge experienced by

someone about something, so that eventually build

up a mental attitude. This mental attitude will then

be used as consideration for the decision. The

image is considered to represent the totality of one's

knowledge of something.

Components that create the image of the

university can include: academic reputation of a

university, campus appearance, cost, location,

distance, possible future career and social activities

campus.

2.3. Service Quality

In the service industry, quality product that

is measured is the quality of service. Management

must understand the overall service offered from

the point of the customer. Quality of service which

was formed from the viewpoint of customers can

provide more value to the products offered.

Companies should realize that quality in

accordance with the terms of customer demands. In

other words, quality is the most consistent and

efficient way to provide what customers wanted

and expected by customers.

Quality of service based on a comparison

between what should be offered and what is

provided (Parasuraman et al., 1985). According to

Zeithaml et al., (1998), quality of service is

depicted as a form of attitude, associated with the

satisfaction derived by comparing expectation with

performance. Service quality dimensions according

to Engel et al., (1995) include tangibles, reliability,

responsiveness, performance and empathy, while

according to Zeithaml et al., (1998), quality of

service include tangibles, reliability,

responsiveness, assurance and empathy

2.4. Research Hypothesis

1. The use of information technology at an online

academic information system has a positive

The Effect Information Technology System on Service Quality – Hotman Panjaitan V-41

ISSN 2085-1944

and significant influence on the service quality

of private universities

2. The use of information technology at an online

academic information system has a positive

and significant effect on the image of private

universities

3. RESEARCH METHOD

This research is descriptive research,

conducted by survey method about the effect of the

use of IT System on the service quality and image

in universities, especially private universities.

The sample in this study was students of

private universities in East Java which has applied

information technology in academic information

system, with proportional random sampling

method.

Estimates are used in this research are the

Maximum likelihood estimation (ML), and the

number of samples to be investigated for 200

samples which were determined using a reference

(Hair et al., 1998)

4. RESULTS AND DISCUSSION

Validity Test

Validity test results (with the help of

Amos version 6.0) show significant for all

indicators or items of questions. Result shows that

all indicators of the critical ratio variable has a

value which is two times larger than the standard

error. Therefore it can be concluded that all

indicators of the variables used in the study is valid.

Reliability Test

Reliability test results show that all

variables of the study was reliable, because the

entire value of the construct reliability of the

construct variables (latent) research is greater than

or equal to the value of a standardize (0,7), so that

each indicator indicates the research constructs.

Values of variance extracted from each study

variable constructs are greater than or equal to the

value of a standardize (0,5), so that each indicator

has represented the latent constructs in both studies.

Table 1. Result of reliability test and constructs extracted variant

Construct

Variable

Construct

Reliability

Construct

Reliability

Standard

Variant

Extracted

Variant

Extracted

Standard

Conclusion

STI

SQL

IMG

0,771

0,916

0,710

0,7

0,7

0,7

0,544

0,690

0,541

0,5

0,5

0,5

Valid & Reliable

Valid & Reliable

Valid & Reliable

Source: Prepared researchers Results

Measurement Model

Subsequently, conducted confirmatory

factor analysis / measurement of the construct

validity of the model (measurement model) system

of information technology (STI), quality of service

(SQL), and the image of college (IMG). This is

shown in Figure 1.

The contribution of each indicator (loading

factor), shown in Table 2. Based on the results of

statistical tests in AMOS version 6.0. the value of

CR (crical ratio) retrieved for each indicator

forming STI, SQL and IMG is greater than 2

(Joreskog and Sorbom, 1996), therefore these

indicators are significant indicators shape the

variable of STI, SQL, and IMG.

STI

.26

SQL

.68

IMG

.91

TSI2

.49

TSI3

.24

TSI1

.82

SQL3

.71

SQL4

.76

SQL2

.57

IMG2

.65

IMG1

.08

IMG3

.70

.91 .84.87

.76

.81

.28

-.03

.84

e3e2e1

e5 e6 e7

e11

e10

e9e13

e12

UJI HIPOTESAChi-Sqr =44.325

Probabilitas = .057GFI = .962

AGFI =.919TLI =.982CFI =.990

RMSEA = .046

.49.95

.72

SQL5

.44

SQL1.66 .85

e8e4

.49

.24

.21

.60.24

-.33

-.30

.11

.11

.18.51

Figure 1. Model Test dan Construct Validity.

Table 2. Indicator regression coeffisient variable STI, SQL, and IMG

Variable Standard

Error (SE)

Critical Ratio

(CR 2)

Coefisien

Regression ()

Probability Explanation

TSI1 STI

TSI2 STI

TSI3 STI

SQL1 SQL

Ref

0,106

0,058 0,089

Ref

5,798

3,692 10,255

0,492

0,952

0,703 0,664

0,000

0,000

0,000 0,000

Strong

Very strong

Strong Strong

V-42 The 6th International Conference on Information & Communication Technology and Systems

ISSN 2085-1944

SQL2 SQL

SQL3 SQL

SQL4 SQL

SQL5 SQL

IMG1 IMG

IMG2 IMG

IMG3 IMG

0,084

0,076 Ref

0,072

Ref 0,106

0,058

15,426

17,817 Ref

14,817

Ref 9,824

3,641

0,873

0,907 0,842

0,848

0,805 0,758

0,283

0,000

0,000 0,000

0,000

0,000 0,000

0,000

Very strong

Very strong Very strong

Very strong

Very strong Very strong

Weak

Source: Results analysis

Analysis of the Effect

Testing the model above shows the influence of

TSI on the SQL variable, and IMG as shown in

Table 3 as following:

Table 3. indicates that there is a direct effect of

variable IT System (STI) to the variable quality of

service (SQL) of 0.5144 or 51.44%, and on the

image of college (IMG) of -0.344. That means

using information technology in academic

information system, it will improve the quality of

services to students at 51.44%.

Table 3. Direct Effect

Source: Results analysis

Table 4. showed that the total of variable

IT System (STI) to the variable image of college

(IMG) of 0.399 or 39.9%. That means using IT

System on academic information system, it will

enhance the image of universities through the eyes

of service quality for 39.9% of respondents.

Table 4. Total Effect

Source: Results analysis

DISCUSSION

Information Technology Systems (IT Systems)

The greatest contribution in shaping the IT

System is an indicator of accuracy the distribution

of academic information (0.952). This shows that

private univeristies students prefer the accuracy of

the distribution of academic information from the

campus that includes the accuracy of the

information received, the accuracy of information

access, and accuracy of presentation of information.

With the dominance dimension of

accuracy the distribution of academic information,

in the forming variable of IT System, then the

universities should be more seriously to improve

the distribution of academic information, so that the

distribution of academic information more quickly,

precisely and accurately.

On the other hand private universities should also

pay more attention to hardware and software

support information systems for both the dominant

factor for consumers (students) in the case of IT

System. For that purpose, the private universities

are required to perform the distribution of academic

information via the Internet, via mobile phone (sms,

mms, etc) using the latest computer technology, and

software appropriate to the distribution of

information more smoothly and quickly.

When IT System is connected with the

image of universities (corporate image) there is a

direct negative correlation (-0.344) and significant.

This shows that with the use of information

technology in academic information systems do not

directly impact on the image of universities. This is

understandable because in this study, the

respondents were students who are already using IT

System on academic information system, so that

private universities that use the IT System is

common / general. “Naturally private colleges use

IT System”. On the other hand policies which made

by the management of private universities is also

not directly related to the existence of the IT

System, therefore the use of the IT System is in the

campus does not significantly affect the image of

universities directly.

Service Quality

Based on the results of studies testing the

importance of the value of CR (crical ratio) for each

indicator forming service quality is greater than 2

(Joreskog and Sorbom, 1996), thus, the five

indicators are indicators that significantly proven to

form a variable service quality , (Bebko, 2000;

Zeithaml et al., 1996; Cronin, 2000). The greatest

contribution in shaping the service quality is an

indicator responseveness of 0.907. This means that

students of private universities prefer the

responsiveness of the campus, which includes

prompt delivery, responsive service and innovative

services for its service quality of private

universities.

Standardized Direct Effects

STI SQL IMG

-------- -------- -------- SQL 0.5144 0.0000 0.0000

IMG -0.0344 0.8421 0.0000

Standardized Total Effects

STI SQL IMG -------- -------- --------

SQL 0.514 0.000 0.000

IMG 0.399 0.842 0.000

The Effect Information Technology System on Service Quality – Hotman Panjaitan V-43

ISSN 2085-1944

With the dominance of the responsiveness

dimension in forming the variable quality of

service, then the universities should be more

serious to improve services in terms of speed of

response, positive feedback and always perform

repair services (innovative) from time to time so

that students feel at ease and happy the response

given by the college.

On the other hand private universities

should also pay more attention to reliability as the

dominant factor both for consumers universities in

terms of service quality in this study. For that

purpose the private universities claimed to always

realize all the things that were promised to

consumers. This means also conduct classes on

time and quality, which provides services with

accurate, consistent and satisfying.

In this research, there is a significant and

strong relationship between quality of service with

the image of universities (0.842). This indicates to

the management to be more serious in

implementing and improving the quality of service

to the respondents, which results directly on the

image of universities. With good quality care will

lead to rising universities image in the eyes of

universities consumers.

The university Image

In this study, the university image is

measured by three variables: academic reputation,

career future, and the appearance of the campus.

The results showed that the three dimensions of

these variables found to significantly shape the

corporate image, where this is indicated by its

critical value ratio of each dimension (loding

factor) is greater than 2. Dimensional regression

coefficient 0.805 academic reputation; future career

0.758, 0.283 campus appearances. This means that

students of private universities prefer a future

career that includes recommended the other hand,

cooperation with others, and in accordance with the

standards required the user (link and match), this

shows the desire of respondents (students) so that

each universities more serious conduct private

partnership with the users (private or government

agencies), resulting in positive impact on future

students.

On the other hand private universities

should also pay more attention to his academic

reputation as the second dominant factor for

consumers (students) in the case of university

image. For that private universities are required to

be more serious about improving his performance

so that more get the award from outside the

Universities. Universities are also forced to be more

serious in terms of maintaining and raising the

quality of graduates, this can be done with

implementing and improving activities which has

of national and international scale and also enhance

the ability of students so that they can compete with

graduates of other universities.

From the analysis of research that has been

described previously, the results indicate briefly as

follows:

1. Information technology at an online

academic information system has positive

and significant impact on service quality of

private universities

2. Information technology at an online

academic information system which is

directly negative and no significant impact

on the image of private universities

3. Information technology at an online

academic information system has positive

and significant influence indirectly through

quality of service on the image of private

universities

CONCLUSION

From the results of testing the model in

this study, could explain the relationship between

information technology implementation in online

academic information system on the level of service

quality and image of private universities in East

Java. Other conclusions can be drawn from this

research are:

1. The use of information technology at an

online academic information system, can

improve the quality of college services.

2. The use of information technology at an

online academic information system, can

improve the image of higher education

through quality service.

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