PENGARUH STRATEGI BRANDING TERHADAP KEPERCAYAAN PUBLIK MELALUI KUALITAS FASILITAS SEKOLAH PADA MTS NEGERI DI JAKARTA BARAT

NABILAH KHONSA, . (2026) PENGARUH STRATEGI BRANDING TERHADAP KEPERCAYAAN PUBLIK MELALUI KUALITAS FASILITAS SEKOLAH PADA MTS NEGERI DI JAKARTA BARAT. Magister thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh strategi branding terhadap kepercayaan publik melalui kualitas fasilitas sekolah pada Madrasah Tsanawiyah Negeri (MTsN) di Jakarta Barat. Penelitian dilatarbelakangi oleh pentingnya membangun kepercayaan masyarakat terhadap lembaga pendidikan melalui strategi branding yang efektif dan didukung oleh kualitas fasilitas sekolah yang memadai. Penelitian menggunakan pendekatan kuantitatif dengan metode survei dan analisis jalur (path analysis). Populasi penelitian adalah orang tua/wali siswa MTs Negeri di Jakarta Barat dengan jumlah sampel sebanyak 319 responden yang ditentukan menggunakan teknik proportional random sampling. Data dikumpulkan menggunakan angket skala Likert yang telah memenuhi uji validitas dan reliabilitas. Analisis data dilakukan melalui statistik deskriptif, uji asumsi klasik, analisis regresi linear, analisis jalur, uji t, uji F, koefisien determinasi (R²), dan uji mediasi menggunakan Sobel Test.Hasil penelitian menunjukkan bahwa (1) strategi branding berpengaruh positif dan signifikan terhadap kualitas fasilitas sekolah dengan koefisien jalur sebesar β = 0,817, nilai t = 25,223, dan p = 0,000; (2) strategi branding berpengaruh positif dan signifikan terhadap kepercayaan publik dengan koefisien jalur sebesar β = 0,379, nilai t = 7,492, dan p = 0,000; (3) kualitas fasilitas sekolah berpengaruh positif dan signifikan terhadap kepercayaan publik dengan koefisien jalur sebesar β = 0,518, nilai t = 10,238, dan p = 0,000; serta (4) kualitas fasilitas sekolah terbukti memediasi secara signifikan pengaruh strategi branding terhadap kepercayaan publik dengan nilai Sobel Test = 9,50 (> 1,96). Nilai koefisien determinasi menunjukkan bahwa strategi branding mampu menjelaskan 66,7% variasi kualitas fasilitas sekolah (R² = 0,667), sedangkan strategi branding dan kualitas fasilitas sekolah secara bersama-sama mampu menjelaskan 73,1% variasi kepercayaan publik (R² = 0,731) Penelitian ini menyimpulkan bahwa strategi branding yang didukung oleh kualitas fasilitas sekolah mampu meningkatkan kepercayaan publik terhadap MTs Negeri di Jakarta Barat. Oleh karena itu, penguatan strategi branding perlu diintegrasikan dengan peningkatan kualitas fasilitas sekolah sebagai bukti nyata kualitas layanan pendidikan sehingga mampu memperkuat citra madrasah, meningkatkan kepercayaan publik, serta meningkatkan daya saing lembaga pendidikan. Kata kunci: Strategi Branding, Kualitas Fasilitas Sekolah, Kepercayaan Publik, Madrasah Tsanawiyah, Analisis Jalur. ***** This study aims to analyze the effect of branding strategy on public trust through the quality of school facilities at State Islamic Junior High Schools (MTsN) in West Jakarta. The research is motivated by the importance of building public trust in educational institutions through effective branding strategies supported by adequate quality school facilities. The study used a quantitative approach with survey methods and path analysis. The study population was parents/guardians of students at State Islamic Junior High Schools in West Jakarta, with a sample of 319 respondents determined using proportional random sampling. Data were collected using a Likert-scale questionnaire that met validity and reliability tests. Data analysis was conducted using descriptive statistics, classical assumption tests, linear regression analysis, path analysis, t-tests, F-tests, coefficients of determination (R²), and mediation tests using the Sobel Test.The results of the study indicate that (1) branding strategy has a positive and significant effect on the quality of school facilities with a path coefficient of β = 0.817, t value = 25.223, and p = 0.000; (2) branding strategy has a positive and significant effect on public trust with a path coefficient of β = 0.379, t value = 7.492, and p = 0.000; (3) the quality of school facilities has a positive and significant effect on public trust with a path coefficient of β = 0.518, t value = 10.238, and p = 0.000; and (4) the quality of school facilities is proven to significantly mediate the effect of branding strategy on public trust with a Sobel Test value = 9.50 (> 1.96). The coefficient of determination indicates that branding strategy explains 66.7% of the variation in school facility quality (R² = 0.667), while branding strategy and school facility quality together explain 73.1% of the variation in public trust (R² = 0.731).This study concludes that branding strategy, supported by quality school facilities, can increase public trust in State Islamic Junior High Schools (MTs) in West Jakarta. Therefore, strengthening branding strategy needs to be integrated with improving the quality of school facilities as tangible evidence of the quality of educational services, thereby strengthening the image of the madrasah, increasing public trust, and enhancing the competitiveness of the educational institution. Keywords: Branding Strategy, Quality Of School Facilities, Public Trust, Islamic Junior High Schools, Path Analysis.

Item Type:	Thesis (Magister)
Additional Information:	1). Prof. Dr. Rugaiyah, M.Pd. ; 2). Dr. Desi Rahmawati, M.Pd.
Subjects:	Pendidikan > Teori, Penelitian Pendidikan Manajemen > Manajemen Pemasaran
Divisions:	FIP > S2 Manajemen Pendidikan
Depositing User:	Nabilah Khonsa .
Date Deposited:	09 Sep 2026 02:34
Last Modified:	09 Sep 2026 02:34
URI:	http://repository.unj.ac.id/id/eprint/73799

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