Page 193 - Institusi Pendidikan Tinggi Di Era Digital: Pemikiran, Permodelan, Dan Praktik Baik

180 Institusi Pendidikan Tinggi di Era Digital: Pemikiran, Permodelan dan Praktek Baik

is affected by service aspect delivered by intructors/tutors. Service quality is
a service quality perceived by participants of online tutorial during the
interaction with instructor. There are five dimensions used, namely:
responsiveness, empathy, reliability, accessibility and usefulness are
dimensions mentioned by Parasuraman and Zeithalm (2009), Several
experts (Anderson and Sullivan, 1993, Hackman et al, 2006; Lee and Lin,
2005, Shamsadani et al, 2008) are able to prove that there is indirect
relationship between service quality and behavioral intention through
customer satisfaction. Therefore, it can be stated that quality as an
important determinant for perceived satisfaction and intention to use
MOOCs. Eventually, perceived satisfaction affects behavioral intention.
Based on previous concepts and theories proposed by the experts, this
study used the following modelling (Figure 1).

Perceived
Satisfaction:
 Enjoyable
 Benefit

Service Quality: Behavioral Intention:
 Responsiveness  Regularly use
 Empathy  Recommendation
 Reliability
 Accessibility

Figure 1. Research Model

This study aimed to determine the extent of the perceived satisfaction
level of MOOC participants on the service quality offered by UT. MOOCs’
participant satisfaction level will affect the sustainability of MOOCs UT
(intention to use). To examine the effect between variables, this study
successfully collected data from 135 MOOC participants. By using Structural
Equation Model/SEM- Partial Least Square/PLS, the following results was
obtained (Figure 2 and Table 1).