PENGARUH KUALITAS PELAYANAN DAN KEPUASAN TERHADAP LOYALITAS SISWA PADA SMK NEGERI 11 JAKARTA

MURJOKO, RIDO (2011) PENGARUH KUALITAS PELAYANAN DAN KEPUASAN TERHADAP LOYALITAS SISWA PADA SMK NEGERI 11 JAKARTA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

The application of service quality in educational industry has nowadays become common and widely accepted concept to provide better quality education to the stakeholders. Understanding such application has become the center of attention to win competition in the future. Therefore, research needs to be conducted to identify those issues. The purpose of the research is to find out the relationship between various variables of service quality and satisfaction which in turns will bring loyalty to the students This research is a descriptive – quantitative in nature which explain the influence between variables of research and hypothetical test that has been formulated previously. Both primary and secondary data were obtained. Secondary data were obtained from various sources such as journal, and books. Primary data were obtained by using questionnaire. Using proportionate stratified random sampling technique, total sample of 87 of students SMK Negeri 11 Jakarta was obtained. Data were examined using both descriptive and statistical analysis Based on Path Analysis, the results indicated that services quality had the influence on the student satisfaction, Physical Aspect was variable (X3), responsiveness (X6) and Communication (X7). Service quality that influences loyalty through satisfaction of students, it turns out the variable Contact Personnel (X5), Responsiveness (X6), Communication (X7), and Satisfaction (X8), an influential and significant effect on loyalty, Physical variable aspect (X3) is the one - the only variable an indirect influence on student loyalty. Research suggests the management of SMK Negeri 11 Jakarta should pay more attention to variables of Issued Program (X1), Academic Reputation (X2), Career Opportunity (X4). And Contact Personnel (X5) to increase the level of satisfaction. Meanwhile, to increase loyalty the variables that need special attention are the Issues Program (X1), Academic Reputation (X2), Physical Aspect (X3) and the Career Opportunity (X4). Physical Aspect (X3) variables that must be top priority to improve students satisfaction will impact on creasing loyalty. In addition, There is also a need for more research to answer the question about what physical aspects is the most dominate which can affect the level of students satisfaction as a form of contribution to the management to make the priority program of service quality improvement in the Physical Aspect (X3) variable. Penerapan kualitas layanan dalam industri pendidikan saat ini telah menjadi umum dan diterima secara luas. Konsep untuk memberikan pendidikan berkualitas yang lebih baik kepada stakeholders. Penerapan konsep ini telah menjadi pusat perhatian sebagai upaya memenangkan persaingan di masa depan. Oleh karena itu, penelitian perlu dilakukan untuk mengidentifikasi isu-isu tersebut. Tujuan dari penelitian ini adalah untuk mengetahui hubungan antara berbagai variabel kualitas pelayanan dan kepuasan yang pada gilirannya akan membawa loyalitas kepada siswa Penelitian ini merupakan penelitian deskriptif - kuantitatif yang menjelaskan pengaruh antara variabel penelitian dan menguji hipotesis yang telah dirumuskan sebelumnya. Data sekunder diperoleh dari berbagai sumber seperti jurnal, dan buku. Data primer diperoleh dengan menggunakan kuesioner. Dengan menggunakan teknik proportionate stratified random sampling, diperoleh jumlah sampel sebanyak 87 siswa SMK Negeri 11 Jakarta. Data dianalisis dengan periksa menggunakan analisis deskriptif dan statistik. Berdasarkan Path Analysis, hasil penelitian menunjukkan bahwa kualitas pelayanan yang memiliki pengaruh terhadap kepuasan mahasiswa adalah variabel Physical Aspect (X3), Responsiveness (X6) dan Communication (X7). Kualitas pelayanan yang secara bersama - sama mempengaruhi loyalitas siswa ternyata variabel Contanct Personnel (X5), Responsiveness (X6), Communication (X7), dan Kepuasan (X8), variabel Physical Aspect (X3 ) adalah satu - satunya variabel yang berpengaruh tidak langsung terhadap loyalitas siswa. Dari hasil penelitian menunjukkan bahwa untuk meningkatkan kepuasan, manajemen SMK Negeri 11 Jakarta harus lebih memperhatikan variabel Program Issue (X1), Academic Reputation (X2), Career Opportunity (X4) dan Contact Personnel (X5). Sedangkan untuk meningkatkan loyalitas variabel yang perlu perhatian secara khusus adalah Issue Program (X1), Reputation Academic (X2), Physical Aspect (X3) dan Career Opportunity (X4). Variabel Physical Aspect (X3) adalah variabel yang harus menjadi prioritas utama yang harus diperhatikan karena peningkatan kepuasan siswa akan berdampak pada peningkatan loyalitas. Selain itu, diperlukan penelitian lanjutan untuk menjawab atas pertanyaan tentang aspek fisik apasajakah yang paling mendominasi dapat mempengaruhi tingkat kepuasan siswa sebagai bentuk kontribusi bagi manajemen untuk membuat skala prioritas program peningkatan kualitas pelayanan pada variabel Physical Aspect (X3).

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