Pengaruh Kualitas Pelayanan dan Word Of Mouth terhadap Keputusan Orang Tua Memilih Sekolah Anak dengan Citra Sekolah sebagai Mediator di SMK Gema Karya Bahana
DOI:
https://doi.org/10.59188/jurnalsostech.v6i6.32881Keywords:
Kualitas Pelayanan, Word of Mouth, Citra Sekolah, Keputusan Memilih Sekolah.Abstract
Persaingan yang semakin ketat antar lembaga pendidikan menuntut sekolah untuk meningkatkan kualitas pelayanan, membangun komunikasi positif, dan memperkuat citra sekolah guna menarik minat masyarakat. Penelitian ini bertujuan menganalisis pengaruh kualitas pelayanan dan word of mouth terhadap keputusan orang tua memilih sekolah anak dengan citra sekolah sebagai variabel mediasi di SMK Gema Karya Bahana. Penelitian ini didasarkan pada teori pemasaran jasa (Service Marketing Theory) dan konsep komunikasi pemasaran yang menekankan pentingnya kualitas layanan, word of mouth, serta citra institusi dalam memengaruhi perilaku konsumen jasa pendidikan. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap orang tua siswa SMK Gema Karya Bahana. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS) dengan aplikasi SmartPLS. Hasil penelitian menunjukkan bahwa kualitas pelayanan dan word of mouth tidak berpengaruh signifikan secara langsung terhadap keputusan orang tua memilih sekolah. Sebaliknya, citra sekolah berpengaruh positif dan signifikan terhadap keputusan memilih sekolah. Kualitas pelayanan dan word of mouth juga terbukti berpengaruh positif dan signifikan terhadap citra sekolah. Selain itu, citra sekolah mampu memediasi secara signifikan pengaruh kualitas pelayanan dan word of mouth terhadap keputusan orang tua memilih sekolah. Temuan ini menunjukkan bahwa citra sekolah merupakan faktor kunci yang memperkuat pengaruh kualitas pelayanan dan komunikasi positif dalam meningkatkan keputusan orang tua memilih sekolah.
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