STRATEGI PENINGKATAN NIAT MENDAFTAR ULANG SANTRI MELALUI DIGITAL MARKETING, REPUTASI INSTITUSI, LOKASI, DAN KUALITAS LAYANAN: STUDI KASUS PONDOK PESANTREN ASSHIDDIQIYAH JAKARTA

MUHAMMAD AINUN NAFIA, . (2025) STRATEGI PENINGKATAN NIAT MENDAFTAR ULANG SANTRI MELALUI DIGITAL MARKETING, REPUTASI INSTITUSI, LOKASI, DAN KUALITAS LAYANAN: STUDI KASUS PONDOK PESANTREN ASSHIDDIQIYAH JAKARTA. Magister thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk merumuskan strategi dalam meningkatkan niat mendaftar ulang santri di Pondok Pesantren Asshiddiqiyah Jakarta dengan mengkaji pengaruh pemasaran digital, reputasi institusi, lokasi, dan kualitas layanan. Menggunakan pendekatan penelitian kuantitatif dan metode Structural Equation Modeling (SEM-AMOS), data dikumpulkan dari 230 responden. Hasil penelitian menunjukkan bahwa pemasaran digital, lokasi, dan kualitas layanan berpengaruh signifikan terhadap niat mendaftar ulang santri. Di antara variabel tersebut, pemasaran digital menunjukkan pengaruh paling kuat terhadap kualitas layanan (koefisien = 1.037; p = 0.004) dan juga berpengaruh langsung terhadap niat mendaftar ulang (koefisien = 0.285; p = 0.046). Temuan ini menegaskan pentingnya platform digital dalam membentuk persepsi terhadap kualitas layanan dan loyalitas santri. Sebaliknya, reputasi institusi tidak berpengaruh signifikan baik terhadap kualitas layanan (koefisien = –0.199; p = 0.299) maupun terhadap niat mendaftar ulang (koefisien = –0.105; p = 0.246). Hal ini mengindikasikan bahwa loyalitas santri di pondok pesantren lebih dibentuk oleh pengalaman pribadi dan hubungan internal daripada reputasi eksternal. Selain itu, lokasi berpengaruh positif dan signifikan terhadap kualitas layanan dan niat mendaftar ulang, yang mencerminkan pentingnya aksesibilitas dan keterikatan dengan komunitas. Kualitas layanan itu sendiri memberikan pengaruh yang kuat dan positif terhadap niat mendaftar ulang (koefisien = 0.585; p < 0.001), yang menegaskan peran sentralnya dalam menjaga keterlibatan santri. Studi ini menyarankan agar lembaga lebih fokus pada penguatan pemasaran digital, optimalisasi lokasi strategis, dan peningkatan kualitas layanan secara menyeluruh. Reputasi institusi, meskipun secara tradisional dianggap penting, tidak berpengaruh signifikan terhadap keputusan mendaftar ulang dalam konteks ini. Kata Kunci: Niat Mendaftar Ulang, Pemasaran Digital, Reputasi Institusi, Kualitas Layanan, Pondok Pesantren, Loyalitas Santri, Pondok Pesantren Asshiddiqiyah ***** This study aims to formulate strategies to enhance students’ re-enrollment intention at Pondok Pesantren Asshiddiqiyah Jakarta by examining the influence of digital marketing, institutional reputation, location, and service quality. Utilizing a quantitative research approach and Structural Equation Modeling (SEM-AMOS), data were collected from 230 respondents. The findings reveal that digital marketing, location, and service quality significantly influence the re-enrollment intention of students. Among them, digital marketing shows the strongest influence on service quality (coefficient = 1.037; p = 0.004) and also directly affects re-enrollment intention (coefficient = 0.285; p = 0.046). This emphasizes the importance of digital platforms in shaping perceptions of service quality and student loyalty. On the contrary, institutional reputation is found to have no significant effect on either service quality (coefficient = –0.199; p = 0.299) or re-enrollment intention (coefficient = –0.105; p = 0.246). This indicates that student loyalty in Islamic boarding schools is shaped more by personal experience and internal relationships rather than external reputation. Additionally, location positively and significantly impacts both service quality and re-enrollment intention, reflecting the importance of accessibility and community ties. Service quality itself has a strong, positive effect on re-enrollment intention (coefficient = 0.585; p < 0.001), confirming its central role in sustaining student engagement. The study suggests that institutions should focus on strengthening digital marketing, optimizing strategic location, and improving holistic service quality. The reputation of the institution, while traditionally emphasized, does not significantly influence re-enrollment decisions in this context. Keywords: Re-enrollment Intention, Digital Marketing, Institutional Reputation, Service Quality, Islamic Boarding School, Student Loyalty, Pondok Pesantren Asshiddiqiyah

Item Type:	Thesis (Magister)
Additional Information:	1). Prof. Dr. Mohamad Rizan, S.E., M.M. ; 2). Prof. Usep Suhud, M.Si., Ph.D.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FE > S2 Manajemen
Depositing User:	Muhammad Ainun Nafi’a .
Date Deposited:	01 Aug 2025 03:35
Last Modified:	01 Aug 2025 03:35
URI:	http://repository.unj.ac.id/id/eprint/57110

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