ERINAWATI, FAJRINI (2021) ANALISIS KUALITAS PELAYANAN, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN MEMILIH SEKOLAH SERTA IMPLIKASINYA PADA KEPUASAAN SISWA SMK ANALIS KESEHATAN DI JAKARTA TIMUR. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Consumer satisfaction in the face of increasingly fierce competition, where many producers are involved in fulfilling the needs and desires of consumers, causing each company to place an orientation on customer satisfaction as the main goal. This is reflected in the increasing number of companies that include their commitment to customer satisfaction in the participation. The key to winning the competition is providing value and satisfaction to consumers through the delivery of quality products and services at competitive prices. The world of education in Indonesia is currently experiencing very rapid development, this can be seen from the number of vocational high schools that have been opened, competition for students continues, on the one hand the society has more choices but on the other hand many vocational high schools put quality aside, for schools. Vocational secondary schools who feel qualified and experienced charge quite a bit of money, but then the problem of difficulty in getting students becomes a new problem. This study aims to test and analyze the quality of service, the respondents of this study used 100 samples of respondents, the tools used in this study were using the PLS (Partial Least Square) analysis method. The results of the analysis of this study are the effect of service quality, price, promotion on accepted decision making. Keywords : Service Quality, Price, Promotion, Decision di mana banyak produsen yang terlibat dalam pemenuhan kebutuhan dan keinginan konsumen, menyebabkan setiap perusahaan harus menempatkan orientasi pada kepuasan konsumen sebagai tujuan utama. Hal ini tercermin dari semakin banyaknya perusahaan yang meyertakan komitmennya terhadap kepuasan konsumen dalam penyertaan. Kunci utama memenangkan persaingan adalah memberikan nilai dan kepuasan kepada konsumen melalui penyampaian produk dan jasa berkualitas dengan harga bersaing. Dunia pendidikan di Indonesia saat ini mengalami perkembangan yang sangat pesat, hal ini bisa dilihat dari banyaknya sekolah menengah kejuruan yang dibuka, persaingan dalam mendapatkan siswa terus terjadi, disatu sisi masyarakat semakin banyak pilihan namun disisi lain banyak sekolah menengah kejuruan yang mengenyampingkan kualitas, bagi sekolah menengah kejuruan yang merasa berkualitas dan berpengalaman memasang biaya yang cukup mahal namun kemudian persoalan kesulitan mendapat siswa menjadi masalah baru. Penelitian ini bertujuan menguji dan menganalisis Kualitas Pelayanan, Responden penelitian ini menggunakan 100 sampel responden, alat yang digunakan dalam penelitian ini dengan menggunakan metode analisis PLS (Partial Least Square). Hasil analisis penelitian ini yaitu pengaruh kualitas pelayanan, harga, promosi terhadap pengambilan keputusan diterima. Kata Kunci : Kualitas Pelayanan, Harga, Promosi, Keputusan
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