The influence of service quality and brand image on learners' satisfaction in YP. Winfield Hasanuddin Medan

Vivian, Vivian (2021) The influence of service quality and brand image on learners' satisfaction in YP. Winfield Hasanuddin Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Education is one of the crucial fundamental elements which functions to develop individuals in society. School acts as the channel in delivering the educational service to juveniles through the activities and learning processes. The phenomenon of this competitive society has led schools to acknowledge their successes by measuring the level of learners’ satisfaction. Service quality and brand image are classified as two factors aiding the school to obtain high learners’ satisfaction. This research is conducted to analyze the influence of Service Quality and Brand Image towards Learners’ Satisfaction in one of the schools in Medan which is YP. Winfield Hasanuddin Medan. The indicators of Service Quality adopted in this research are tangibility, reliability, responsiveness, assurance, and empathy. For Brand Image, the indicators used are strength, favorability, and uniqueness. Lastly, the indicators of Learners’ Satisfaction are emotional factor, price, and convenience. This research is quantitative applying the approaches of descriptive and causal. The technique of Stratified Random Sampling is used by dividing the population of learners into strata and distributing questionnaires to 190 sample of learners from different educational levels in YP. Winfield Hasanuddin Medan. The data gathered are processed with the use of SPSS 25 Software. The outcome of multiple linear regression analysis portrays that Service Quality has the greatest influence with the unstandardized coefficient beta of 0.439 and Brand Image 0.270. The hypothesis test in this research yields the result where Service Quality and Brand Image have significant influence towards Learners’ Satisfaction in YP. Winfield Hasanuddin Medan. This research presents some suggestions that may boost the Learners’ Satisfaction by improving the level of Service Quality and developing a good Brand Image in the eyes of learners./Pendidikan merupakan salah satu unsur fundamental penting yang berfungsi untuk mengembangkan individu dalam masyarakat. Sekolah berperan sebagai saluran dalam memberikan pelayanan pendidikan kepada remaja melalui kegiatan dan proses pembelajaran. Fenomena masyarakat yang kompetitif ini membuat sekolah mengakui keberhasilannya dengan mengukur tingkat kepuasan peserta didik. Kualitas layanan dan citra merek diklasifikasikan sebagai dua faktor yang membantu sekolah untuk mendapatkan kepuasan peserta didik yang tinggi. Penelitian ini dilakukan untuk menganalisis pengaruh Kualitas Jasa dan Citra Merek terhadap Kepuasan Peserta Didik di salah satu sekolah di Medan yaitu YP. Winfield Hasanuddin Medan. Indikator Kualitas Layanan yang diadopsi dalam penelitian ini adalah tangibility, reliability, responsiveness, assurance, dan empati. Untuk Brand Image, indikator yang digunakan adalah kekuatan, kesukaan, dan keunikan. Terakhir, indikator Kepuasan Peserta didik adalah faktor emosional, harga, dan kenyamanan. Penelitian ini merupakan jenis penelitian kuantitatif dengan pendekatan deskriptif dan kausal. Teknik Stratified Random Sampling digunakan dengan membagi populasi peserta didik menjadi strata dan menyebarkan angket kepada 190 sampel peserta didik dari berbagai jenjang pendidikan di YP. Winfield Hasanuddin Medan. Data yang terkumpul diolah dengan menggunakan Software SPSS 25. Hasil analisis regresi linier berganda menunjukkan bahwa Kualitas Jasa memiliki pengaruh terbesar dengan koefisien beta unstandardized sebesar 0,439 dan Brand Image 0,270. Uji hipotesis dalam penelitian ini menghasilkan hasil dimana Kualitas Jasa dan Citra Merek berpengaruh signifikan terhadap Kepuasan Peserta didik di YP. Winfield Hasanuddin Medan. Penelitian ini menyajikan beberapa saran yang dapat meningkatkan Kepuasan Peserta didik dengan meningkatkan tingkat Kualitas Layanan dan mengembangkan Citra Merek yang baik di mata peserta didik.

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