PENGARUH KUALITAS, BIAYA DAN PROMOSI PENDIDIKAN TERHADAP KEPUTUSAN ORANG TUA MEMILIHKAN ANAKNYA UNTUK BIMBINGAN BELAJAR PADA BIMBA AIUEO ANGGREK RAYA YANG DI MEDIASI OLEH CITRA SEKOLAH (Studi pada Bimba AIUEO Anggrek Raya Jakarta)

ANISA, NUR (2023) PENGARUH KUALITAS, BIAYA DAN PROMOSI PENDIDIKAN TERHADAP KEPUTUSAN ORANG TUA MEMILIHKAN ANAKNYA UNTUK BIMBINGAN BELAJAR PADA BIMBA AIUEO ANGGREK RAYA YANG DI MEDIASI OLEH CITRA SEKOLAH (Studi pada Bimba AIUEO Anggrek Raya Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of quality, cost and promotion of education on parents' decisions to choose their children for tutoring at Bimba AIUEO Anggrek Raya which is mediated by the image of the school. The research data is primary data derived from respondents' answers to the research questionnaire. The number of samples used in this study were 105 parents of students at Bimba AIUEO Anggrek Raya. The data analysis method used is the PLS (Partial Least Square) technique through the SmartPLS statistical software. Based on the results of the study it was found that parents' decisions to choose their children for tutoring at Bimba AIUEO were in the high category. Likewise, the quality of education provided is good, the cost of education is reasonable. Then, the promotions that have been carried out have also been good, including Bimba's image. Furthermore, it was found that the quality of education, educational costs and promotions carried out had a positive and significant effect on the school's image. Then the quality of education, the cost of education has a positive and significant effect on the parents' decision to choose tutoring. Meanwhile, the promotion carried out had a positive and insignificant effect on the parents' decision to choose tutoring. Based on the analysis carried out, it turns out that the image of the school is proven to function as a mediating variable to increase parents' decisions to choose their children's tutoring at Bimba AIUEO Anggrek Raya. Keywords: Quality, Cost, Promotion, Choosing Decision and School Image Penelitian ini bertujuan untuk menganalisis pengaruh kualitas, biaya dan promosi pendidikan terhadap keputusan orang tua memilihkan anaknya untuk bimbingan belajar pada Bimba AIUEO Anggrek Raya yang di mediasi oleh citra sekolah. Data penelitian ini merupakan data primer yang berasal dari jawaban responden terhadap kuesioner penelitian. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 105 orang tua murid di Bimba AIUEO Anggrek Raya. Metode analisis data yang digunakan adalah Teknik PLS (Partial Least Square) melalui software statistic SmartPLS. Berdasarkan hasil penelitian ditemukan bahwa keputusan orang tua memilihkan anaknya untuk bimbingan belajar pada Bimba AIUEO termasuk pada kategori yang tinggi. Demikian juga halnya kualitas pendidikan yang diberikan sudah baik, biaya pendidikan wajar. Kemudian, promosi yang dilakukan juga sudah baik termasuk citra Bimba. Selanjutnya ditemukan bahwa kualitas pendidikan, biaya pendidikan dan promosi yang dilakukan berpengaruh positif dan signifikan terhadap citra sekolah. Kemudian kualitas pendidikan, biaya pendidikan berpengaruh positif dan signifikan terhadap keputusan orang tua memilih bimbel. Sedangkan, promosi yang dilakukan berpengaruh positif dan tidak signifikan terhadap keputusan orang tua memilih bimbel. Berdasarkan analisis yang dilakukan ternyata citra sekolah terbukti berfungsi sebagai variabel mediasi untuk meningkatkan keputusan orang tua memilihkan anaknya bimbel pada Bimba AIUEO Anggrek Raya. Kata Kunci: Kualitas, Biaya, Promosi, Keputusan Memilih dan Citra Sekolah

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 059
Call Number: SE/31/23/160
NIM/NIDN Creators: 43118110274
Uncontrolled Keywords: Kualitas, Biaya, Promosi, Keputusan Memilih dan Citra Sekolah
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.435 Memory Management Programs/Program Manajemen Memori
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.436 File System Management Programs/Program Manajemen Sistem File
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: MILA RISKA
Date Deposited: 27 May 2023 06:08
Last Modified: 29 May 2023 07:51
URI: http://repository.mercubuana.ac.id/id/eprint/76527

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