PENGARUH KUALITAS LAYANAN, CITRA SEKOLAH, DAN PROGRAM UNGGULAN TERHADAP KEPUTUSAN ORANG TUA MEMILIH SDIT DI MAMPANG PRAPATAN JAKARTA SELATAN

MAYA DIAZ RESTARIE, . (2026) PENGARUH KUALITAS LAYANAN, CITRA SEKOLAH, DAN PROGRAM UNGGULAN TERHADAP KEPUTUSAN ORANG TUA MEMILIH SDIT DI MAMPANG PRAPATAN JAKARTA SELATAN. Magister thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas layanan, citra sekolah, dan program unggulan terhadap keputusan orang tua memilih Sekolah Dasar Swasta (SDS) Islam di Kecamatan Mampang Prapatan, Jakarta Selatan. Penelitian dilatarbelakangi oleh semakin meningkatnya persaingan antar lembaga pendidikan dasar swasta Islam dalam menarik minat masyarakat, sehingga diperlukan pemahaman mengenai faktor-faktor yang memengaruhi keputusan orang tua dalam memilih sekolah bagi anaknya. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Populasi penelitian adalah orang tua peserta didik pada beberapa SDIT di Kecamatan Mampang Prapatan Jakarta Selatan. Sampel penelitian ditentukan menggunakan teknik proportional random sampling. Pengumpulan data dilakukan melalui kuesioner yang telah memenuhi persyaratan validitas dan reliabilitas. Analisis data menggunakan statistik deskriptif, uji persyaratan analisis, dan regresi linear berganda. Hasil penelitian menunjukkan bahwa: (1) kualitas layanan berpengaruh positif dan signifikan terhadap keputusan orang tua memilih SDIT dengan koefisien jalur sebesar 0,206 dan nilai signifikansi 0,010; (2) citra sekolah berpengaruh positif dan signifikan terhadap keputusan orang tua memilih SDIT dengan koefisien jalur sebesar 0,373 dan nilai signifikansi < 0,001; (3) program unggulan berpengaruh positif dan signifikan terhadap keputusan orang tua memilih SDIT dengan koefisien jalur sebesar 0,299 dan nilai signifikansi < 0,001; dan (4) kualitas layanan, citra sekolah, dan program unggulan secara simultan berpengaruh positif dan signifikan terhadap keputusan orang tua memilih SDIT dengan nilai Fhitung sebesar 135,505 pada taraf signifikansi < 0,001. Temuan penelitian menunjukkan bahwa citra sekolah merupakan variabel yang memberikan pengaruh paling dominan terhadap keputusan orang tua memilih SDIT. Penelitian ini menyimpulkan bahwa peningkatan kualitas layanan, penguatan citra sekolah, dan pengembangan program unggulan secara berkelanjutan merupakan strategi yang efektif untuk meningkatkan kepercayaan masyarakat dan mendorong keputusan orang tua dalam memilih SDIT. Hasil penelitian diharapkan dapat menjadi masukan bagi pengelola sekolah, kepala sekolah, orang tua, serta pemangku kebijakan dalam meningkatkan mutu dan daya saing pendidikan dasar Islam. ***** This study aimed to analyze the influence of service quality, school image, and flagship programs on parents’ decisions in choosing Islamic Private Elementary Schools (SDIT) in Mampang Prapatan District, South Jakarta. The study was motivated by the increasing competition among Islamic private elementary schools in attracting public interest, highlighting the need to understand the factors that influence parents’ school selection decisions for their children. This research employed a quantitative approach using a survey method. The population consisted of parents of students enrolled in several Islamic private elementary schools in Mampang Prapatan, South Jakarta. A total of 275 respondents were selected through proportional random sampling. Data were collected using questionnaires that had met validity and reliability requirements. Data analysis was conducted using descriptive statistics, prerequisite tests, and multiple linear regression analysis. The results revealed that: (1) service quality had a positive and significant effect on parents’ decisions to choose Islamic private elementary schools, with a path coefficient of 0.206 and a significance value of 0.010; (2) school image had a positive and significant effect on parents’ decisions, with a path coefficient of 0.373 and a significance value of less than 0.001; (3) flagship programs had a positive and significant effect on parents’ decisions, with a path coefficient of 0.299 and a significance value of less than 0.001; and (4) service quality, school image, and flagship programs simultaneously had a positive and significant effect on parents’ decisions to choose Islamic private elementary schools, with an F-value of 135.505 at a significance level of less than 0.001. The findings indicate that school image was the most dominant variable influencing parents’ school choice decisions. This study concludes that continuous improvement of service quality, strengthening of school image, and development of flagship programs are effective strategies for enhancing public trust and encouraging parents to choose Islamic private elementary schools. The findings are expected to provide valuable insights for school administrators, principals, parents, and policymakers in improving the quality and competitiveness of Islamic elementary education.

Item Type:	Thesis (Magister)
Additional Information:	1). Prof. Dr. R Madhakomala, M.Pd. ; 2). Dr. Siti Zulaikha, S.Ag, M.Pd.
Subjects:	Pendidikan > Pendidikan Dasar
Divisions:	FIP > S2 Manajemen Pendidikan
Depositing User:	Maya Diaz Restarie .
Date Deposited:	10 Aug 2026 03:00
Last Modified:	10 Aug 2026 03:00
URI:	http://repository.unj.ac.id/id/eprint/68137

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