FADLIKA ZIDANE BASYA, . (2025) PENGARUH KUALITAS PELAYANAN TERHADAP BRAND AWARENESS PADA PAUD PUSPA INDAH. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan terhadap brand awareness pada PAUD Puspa Indah. Metode penelitian yang digunakan adalah kuantitatif, dengan teknik analisis data berupa uji T, regresi linear berganda, dan koefisien determinasi. Hipotesis utama dalam penelitian ini adalah bahwa terdapat pengaruh positif dan signifikan antara kualitas pelayanan dan brand awareness. Namun, hasil uji T menunjukkan nilai signifikansi sebesar 0,366, yang lebih besar dari batas signifikansi 0,01, sehingga hipotesis alternatif (H1) ditolak dan hipotesis nol (H0) diterima. Artinya, kualitas pelayanan tidak berpengaruh secara signifikan terhadap brand awareness PAUD Puspa Indah. Selanjutnya, hasil koefisien determinasi menunjukkan bahwa kualitas pelayanan hanya menjelaskan 13,8% dari variasi brand awareness, sementara 86,2% sisanya dipengaruhi oleh faktor lain yang tidak diteliti. Temuan ini mengindikasikan bahwa upaya peningkatan brand awareness sebaiknya tidak hanya berfokus pada kualitas pelayanan, tetapi juga perlu mempertimbangkan strategi promosi, pemasaran, dan komunikasi yang lebih efektif. ***** This study aims to examine the influence of service quality on brand awareness at PAUD Puspa Indah. A quantitative research method was employed, utilizing statistical techniques such as the T-test, multiple linear regression, and the coefficient of determination. The main hypothesis proposed a positive and significant relationship between service quality and brand awareness. However, the T-test results showed a significance value of 0.366, which exceeds the 0.01 threshold, leading to the rejection of the alternative hypothesis (H1) and the acceptance of the null hypothesis (H0). This indicates that service quality does not have a significant impact on brand awareness at PAUD Puspa Indah. Furthermore, the coefficient of determination revealed that only 13.8% of the variation in brand awareness could be explained by service quality, while the remaining 86.2% is influenced by other unmeasured factors. These findings suggest that efforts to enhance brand awareness should not rely solely on improving service quality but also consider other factors such as marketing strategies, promotional activities, and more effective communication.
| Item Type: | Thesis (Sarjana) |
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| Additional Information: | 1). Menati Fajar Rizki, M.I.Kom. ; 2). Anggun Nadia Fatimah, M.Si. |
| Subjects: | Ilmu Sosial > Komunikasi |
| Divisions: | FIS > D IV Hubungan Masyarakat dan Komunikasi Digital |
| Depositing User: | Fadlika Zidane Basya . |
| Date Deposited: | 28 Jul 2025 02:46 |
| Last Modified: | 28 Jul 2025 02:46 |
| URI: | http://repository.unj.ac.id/id/eprint/56771 |
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