Pengaruh kualitas hubungan, faktor pendorong, dan faktor penarik motivasi terhadap kepuasan dan loyalitas orang tua siswa di sekolah SDH Bogor

Herijanto, Herijanto (2022) Pengaruh kualitas hubungan, faktor pendorong, dan faktor penarik motivasi terhadap kepuasan dan loyalitas orang tua siswa di sekolah SDH Bogor. Masters thesis, Universitas Pelita Harapan.

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Abstract

The rapid growth of the number of schools in Indonesia promotes a higher level of competition among private schools. In order to face this competition determinedly, every private school must regard and prioritize their customers' satisfaction with their services in hopes to build customers' loyalty. This research aimed to investigate the effects of relationship quality, push factors, and pull factors on the satisfaction and loyalty of parents or guardians of students at SDH Bogor school. A questionnaire was sent out to 88 parents or guardians of students grade seven until grade ten who have studied for a minimum of a year at SDH Bogor school, through Microsoft Form, to answer this research question. This research uses quantitive method approach with path analysis to figure out the coefficient impact of each variables. This research uses census to get the data from the respondent. The data obtained was analyzed based on the Structural Equation Modeling, using the SmartPLS 3.0 application. It is hoped that the results of this study will advise SDH Bogor school on how to improve and increase the satisfaction and loyalty of parents or guardians as customers, whereby the school must give their best at building and maintaining consistent motivational factors and relationships between the school community and parents or guardians. / Semakin pesatnya pertumbuhan sekolah di Indonesia, membuat persaingan antar sekolah swasta semakin ketat. Untuk menghadapi persaingan tersebut, setiap sekolah swasta perlu memperhatikan kepuasan pelanggan guna membangun sikap loyalitas mereka. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas hubungan, faktor pendorong dan faktor penarik motivasi terhadap kepuasan dan loyalitas orang tua siswa di sekolah SDH Bogor. Kuisioner disebarkan kepada delapan puluh delapan orang tua siswa atau wali siswa yang telah mempercayakan putra-putri mereka untuk belajar minimal selama setahun kelas tujuh sampai kelas sepuluh di sekolah SDH Bogor melalui Microsoft Form. Data yang diperoleh dianalisis dengan menggunakan model Structural Equation Modelling (SEM) dengan aplikasi SmartPLS 3.0. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan metode analisis jalur untuk mengetahui apakah ada pengaruh koefisien jalur (path coefficient) dari variabel-variabel dalam penelitian ini.Untuk perolehan data dari responden diperoleh dengan menggunakan metode sensus.Hasil penelitian ini diharapkan untuk memberikan masukan kepada sekolah SDH Bogor untuk meningkatkan dan mempertahankan tingkat kepuasan dan loyalitas orang tua siswa di sekolah SDH Bogor, dimana sekolah SDH Bogor yang merupakan sekolah baru, perlu memberikan pelayanan yang terbaik untuk membangun dan memelihara secara konsisten faktor-faktor motivasi dan kualitas hubungan antara komunitas sekolah dan orang tua siswa atau wali siswa.

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