ABSTRAK
Tingginya jumlah Perguruan Tinggi Swasta PTS di Indonesia menciptakan persaingan ketat untuk mendapatkan mahasiswa baru. PTS dituntut memberikan layanan terbaik agar mahasiswanya puas. Mahasiswa yang puas menjadi marketing tools yang handal, karena kecenderungan pemilihan PTS dipengaruhi oleh refrensi dari orang terdekat. Manajemen Hubungan Pelanggan Customer Relationship Management/CRM merupakan strategi untuk mengelola informasi terkait pelanggan dan memanfaatkannya untuk meningkatkan loyalitas pelanggan dan retensi. CRM memiliki 3 dimensi, yaitu proses, teknologi dan sumber daya manusia. Kualitas layanan diwakili oleh varibel layanan akademik, non akademik, reputasi, biaya, infrastruktur, fasilitas pendukung, dimana masing-masing variabel dikelompokkan dalam dimensi CRM sehingga menciptakan model konseptual. Model keterkaitan ini diuji dengan metode Structural Equation Modelling SEM untuk mengidentifikasi variabel yang mempengaruhi kualitas layanan dan menguji hubungan antar dimensi CRM tersebut. Hasil penelitian menunjukkan bahwa dimensi yang memiliki pengaruh paling besar terhadap kepuasan mahasiswa adalah teknologi 0,46 , diikuti sumber daya manusia 0,36 dan terakhir adalah proses 0,17 . Ketiga dimensi tersebut merupakan kovarian dengan keterkaitan yang sangat erat nilai estimasi > 0,8

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ABSTRACT
The vast amount of private Higher Education Institution HEI in Indonesia made it more difficult and competitive to get students. HEIs are required to deliver the best service for students to get student 39 s satisfaction. Satisfied students become effective marketing tools, because tendencies to select HEI are mostly influenced by references and recommendation from close relatives. Customer Relationship Management CRM is a strategy for managing customer information and leverages it to increase customer loyalty and retention. CRM has 3 dimensions, namely process, technology and human resources. Service quality is represented by academic, non academic, reputation, cost, infrastructure and support facilities where each varaible will be applied to different dimensions thus creating a conceptual model. This conceptual model will be tested by the Structural Equation Modelling SEM method to identify variables that affect service quality and test the relationship between variables. The result conducted that the dimensions of CRM that had the greatest influence on student satisfaction was technology 0,46 , followed by human resources 0,36 and the last was process 0,17 . These three dimensions of CRM have a very significant correlation relationship. These three dimensions are covariant with a very close relationship estimated value 0,8 .Key words Private Higher Education Institution, service quality, student satisfaction, Customer Relationship Management, Structural Equation Modelling