Mapping the quality competitiveness of human resource management programs: A positioning analysis

https://doi.org/10.35912/ahrmr.v5i3.2834
Published: Sep 2, 2025

Abstract:

Purpose: This study aims to assess the quality competitiveness of Human Resource Management (HRM) departments at four universities in the Soloraya region of Indonesia through a positioning strategy based on student perceptions of service quality.

Research Methodology: Using a quantitative survey method, data were collected from 400 purposively selected students. Multidimensional Scaling (MDS) analysis was applied to ten dimensions of service quality, including trust, quality of education, academic integration, social integration, and various forms of commitment. Validity and reliability tests confirmed the suitability of the instrument, and the data were processed using SPSS software.

Results: The analysis revealed three competitive quadrants: Sebelas Maret University in the relatively excellent quadrant, Muhammadiyah University of Surakarta and Batik Islamic University in the challenger quadrant, and Widya Dharma University in the economic cluster quadrant. The results demonstrate clear differentiation in the competitive positioning of HRM programs, influenced by both qualitative and quantitative service quality attributes.

Conclusions: Findings highlight the importance of mapping perceptions to identify institutional strengths and weaknesses. Universities with lower positioning need to improve campus facilities, academic environments, and service quality to compete with leading institutions.

Limitations: The research scope was limited to four universities in the Soloraya area, and the findings rely solely on student perceptions, which may limit generalizability across other regions or disciplines.

Contribution: This study contributes to higher education competitiveness research by applying MDS to HRM programs, offering a novel model for positioning analysis. The results provide strategic insights for university administrators to develop targeted marketing, resource allocation, and quality improvement strategies.

Keywords:
1. HRM Programs
2. Mapping
3. Positioning
4. Quality Competitiveness
5. Student Perceptions
Authors:
1 . Arif Julianto Sri Nugroho
Widya Dharma University Klaten, Jawa Tengah, Indonesia
2 . Anis Marjukah
Widya Dharma University Klaten, Jawa Tengah, Indonesia
3 . Dandang Setyawanti
Widya Dharma University Klaten, Jawa Tengah, Indonesia
4 . Agung Nugroho Jati
Widya Dharma University Klaten, Jawa Tengah, Indonesia
5 . Anna Febrianty Setianingtyas
Widya Dharma University Klaten, Jawa Tengah, Indonesia
6 . Ummu Hany Almasitoh
Widya Dharma University Klaten, Jawa Tengah, Indonesia
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How to Cite
Nugroho, A. J. S., Marjukah, A., Setyawanti, D., Jati, A. N., Setianingtyas, A. F., & Almasitoh, U. H. (2025). Mapping the quality competitiveness of human resource management programs: A positioning analysis. Annals of Human Resource Management Research, 5(3), 547–559. https://doi.org/10.35912/ahrmr.v5i3.2834
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Issue & Section
Vol. 5 No. 3 (2025): September
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Author Biographies

Anis Marjukah, Widya Dharma University Klaten, Jawa Tengah, Indonesia

FEP

Dandang Setyawanti, Widya Dharma University Klaten, Jawa Tengah, Indonesia

Vokasi

Agung Nugroho Jati, Widya Dharma University Klaten, Jawa Tengah, Indonesia

FEP

Ummu Hany Almasitoh, Widya Dharma University Klaten, Jawa Tengah, Indonesia

FEP

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    Cheung, A. C., Yuen, T. W., Yuen, C. Y., & Cheong Cheng, Y. (2011). Strategies and Policies for Hong Kong's Higher Education in Asian markets: Lessons from the United Kingdom, Australia, and Singapore. International Journal of Educational Management, 25(2), 144-163. doi:https://doi.org/10.1108/09513541111107579

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    Nugroho, A. J. S., Haris, A., Tasari, T., Setyawanti, D., Jati, A. N., & Santoso, G. B. (2022). Mapping the Position of the Tourism Villages in Purworejo Regency Based on Local Potential Unique. Journal of Business on Hospitality and Tourism, 8(1), 187-196. doi:https://doi.org/10.22334/jbhost.v8i1.343

    Radiman, Purnama, N. I., Prayogi, M. A., Jufrizen, & Sari, M. (2022). Peningkatan Kualitas Lulusan dan Daya Saing Perguruan Tinggi Swasta Berbasis Spiritual Capital: Studi di Sumatera Utara. Jurnal Ilmiah Manajemen dan Bisnis, 23(2), 194-207. doi:https://doi.org/10.30596/jimb.v23i2.11726

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  2. Arwildayanto, A., & Suking, A. (2020). Analisis Deskriptif Daya Saing Perguruan Tinggi. Ilmu Pendidikan: Jurnal Kajian Teori Dan Praktik Kependidikan, 5(1), 25-34. doi:http://dx.doi.org/10.17977/um027v5i12020p025
  3. Azalia, A., Sudiman, J., & Maryati, U. (2021). Skill Mismatch yang Dirasakan oleh Alumni Program Studi Diploma IV Akuntansi Politeknik Negeri Padang. Akuntansi dan Manajemen, 16(2), 1-21. doi:https://doi.org/10.30630/jam.v16i2.144
  4. Birama, B. C., & Nurkhin, A. (2017). Peran Efikasi Diri dalam Memediasi Pengaruh Perencanaan Karier dan Lingkungan Teman Sebaya Terhadap Minat Melanjutkan Pendidikan Ke Perguruan Tinggi Siswa SMA Negeri 2 Slawi. Economic Education Analysis Journal, 6(1), 110-119.
  5. Borg, I., Groenen, P. J., & Mair, P. (2018). Applied Multidimensional Scaling and Unfolding. Switzerland: Springer.
  6. Cheung, A. C., Yuen, T. W., Yuen, C. Y., & Cheong Cheng, Y. (2011). Strategies and Policies for Hong Kong's Higher Education in Asian markets: Lessons from the United Kingdom, Australia, and Singapore. International Journal of Educational Management, 25(2), 144-163. doi:https://doi.org/10.1108/09513541111107579
  7. Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of marketing, 56(3), 55-68. doi:https://doi.org/10.1177/002224299205600304
  8. Dehghan, A., Dugger, J., Dobrzykowski, D., & Balazs, A. (2014). The Antecedents of Student Loyalty in Online Programs. International Journal of Educational Management, 28(1), 15-35. doi:https://doi.org/10.1108/IJEM-01-2013-0007
  9. Diez-Busto, E., Palazuelos, E., San-Martin, P., & del Corte, J. M. (2023). Developing Accounting Students’ Professional Competencies and Satisfaction Through Learning Experiences: Validation of a Self-Administered Questionnaire. The International Journal of Management Education, 21(3), 1-12. doi:https://doi.org/10.1016/j.ijme.2023.100859
  10. Hafsah, S., Labibah, R. N. u., Fitrianto, A., & Jumansyah, L. R. D. (2024). Visualization and Mapping of Household Housing Conditions in West Java Using Multidimensional Scaling. Jurnal Statistika Dan Aplikasinya, 8(2), 138-151. doi:https://doi.org/10.21009/JSA.08201
  11. Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to Use and How to Report the Results of PLS-SEM. European Business Review, 31(1), 2-24. doi:https://doi.org/10.1108/EBR-11-2018-0203
  12. Hasanah, N., Prihono, E. W., Retnawati, H., Fajaruddin, S., Wulansari, A. D., & Muhtarom, T. (2022). Analysis of Islamic Higher Education Quality Mapping Based on Student Service Satisfaction Using Multidimensional Scaling Method. Cendekia: Jurnal Kependidikan dan Kemasyarakatan, 20(1), 58-73. doi:https://doi.org/10.21154/cendekia.v1i1.3839
  13. He, Y., Su, L., & Zhou, H. (2024). Universities Based on the Consumer-Based Brand Equity Model: A Case Study of a Private University in Sichuan. Proceedings of the 4th International Conference on New Media Development and Modernized Education (NMDME 2024), 188, 4-19. doi:https://doi.org/10.2991/978-94-6463-600-0_2
  14. Hidayat, R. (2013). Pengaruh Manajemen Strategik dan Biaya Pendidikan Terhadap Daya Saing Sekolah di Sekolah Dasar Negeri se-Kecamatan Mangkubumi Kota Tasikmalaya. Administrasi Pendidikan: Jurnal Ilmiah Mahasiswa Pascasarjana, 1(2), 187-192. doi:http://dx.doi.org/10.25157/adpen.v1i2.180
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  16. Latar, I. M., & Rummahlewang, E. (2020). Analysis Perception of Teacher's Physical Education Model Based on Creativity and Indenpendency. International Journal of Education, Information Technology, and Others, 3(2), 262-269. doi:https://doi.org/10.5281/zenodo.3969915
  17. Lembang, F. K., Leunupun, A. C., & Talakua, M. W. (2016). Analisis Peta Posistioning untuk Restoran Berdasarkan Persepsi Pelanggan dengan Menggunakan Multidimensional Scalling. BAREKENG: Jurnal Ilmu Matematika dan Terapan, 10(1), 47-54. doi:https://doi.org/10.30598/barekengvol10iss1pp47-54
  18. Martono, S. (2021). Evaluasi Mutu Layanan Pendidikan Tinggi (Studi pada Program Akuntansi Fakultas Ekonomika dan Bisnis Universitas Kristen Satya Wacana). JEMAP: Jurnal Ekonomi, Manajemen, Akuntansi, dan Perpajakan, 4(1), 28-51. doi:http://dx.doi.org/10.24167/jemap.v4i1.2893
  19. Mayasari, M., Anjelina, & Irsutami. (2020). Kompetensi Lulusan Mahasiswa Akuntansi Menghadapi Era Industri 4.0. Journal of Applied Accounting and Taxation, 5(1), 1-10. doi:https://doi.org/10.30871/jaat.v5i1.1884
  20. Nasihardani, D., Satrio, R., Khairullah, M. F., Abdurahman, R., & Pambengkas, R. (2023). Penggunaan Analisis Multidimensional Scaling Untuk Mengetahui Kemiripan Rumah Sakit Swasta Yang Ada di Jakarta Selatan Berdasarkan Karakteristik Pelanggan. Proceeding Mercu Buana Conference on Industrial Engineering, 5(1), 99-105. doi:https://dx.doi.org/10.22441/MBCIE.2023.012
  21. Nugroho, A. J. S., Haris, A., Tasari, T., Setyawanti, D., Jati, A. N., & Santoso, G. B. (2022). Mapping the Position of the Tourism Villages in Purworejo Regency Based on Local Potential Unique. Journal of Business on Hospitality and Tourism, 8(1), 187-196. doi:https://doi.org/10.22334/jbhost.v8i1.343
  22. Radiman, Purnama, N. I., Prayogi, M. A., Jufrizen, & Sari, M. (2022). Peningkatan Kualitas Lulusan dan Daya Saing Perguruan Tinggi Swasta Berbasis Spiritual Capital: Studi di Sumatera Utara. Jurnal Ilmiah Manajemen dan Bisnis, 23(2), 194-207. doi:https://doi.org/10.30596/jimb.v23i2.11726
  23. Rezaei, S., Karami Matin, B., Hajizadeh, M., Soroush, A., Mohammadi, Z., Babakhany, M., & Jamshidi, K. (2017). Evaluating Service Quality in the Higher Education Sector in Iran: An Examination of Students’ Perspective. International Journal of Human Rights in Healthcare, 10(2), 146-155. doi:https://doi.org/10.1108/IJHRH-12-2016-0024
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  27. Singh, P. (2018). Performativity, Affectivity and Pedagogic Identities. European Educational Research Journal, 17(4), 489-506. doi:https://doi.org/10.1177/1474904117726181
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  29. Sya'diyah, N., & Fachrurrozie, F. (2020). Pengaruh Lingkungan Teman Sebaya dan Perencanaan Karir terhadap Minat Melanjutkan Pendidikan dengan Motivasi Belajar sebagai Variabel Mediasi. Economic Education Analysis Journal, 9(2), 601-614. doi:https://doi.org/10.15294/eeaj.v9i2.39468
  30. Teeroovengadum, V., Kamalanabhan, T., & Seebaluck, A. K. (2016). Measuring Service Quality in Higher Education: Development of a Hierarchical Model (HESQUAL). Quality Assurance in Education, 24(2), 244-258. doi:https://doi.org/10.1108/QAE-06-2014-0028
  31. Walundungo, G., Paendong, M., & Manurung, T. (2014). Penggunaan Analisis Multidimensional Scaling Untuk Mengetahui Kemiripan Rumah Makan di Manado Town Square Berdasarkan Kerakteristik Pelanggan. d'Cartesian, 3(1), 30-35. doi:https://doi.org/10.35799/dc.3.1.2014.3806