MODELING AND OPTIMIZING STRENGTHENING PARENTS'
INTEREST IN SCHOOLING THEIR CHILDREN IN PRIVATE SCHOOLS
Ely Yuliarsi1,
Soewarto Hardhienata2, Dian Wulandari3
Sekolah Pascasarjana Universitas Pakuan, Jawa
Barat, Indonesia
elyyuliarsi17@gmail.com1, soewartohardhienata@unpak.ac.id2, dianwulandari@unpak.ac.id3
KEYWORDS |
ABSTRACT |
interest
of parents, private schools, students. |
This
research aims to identify and analyze modeling and optimizing the
strengthening of parents' interest in sending their children to private
schools. This study uses preliminary research, qualitative, quantitative, and
research analysis. The population used in this study was 430 students at the
Global Mandiri School in Cibubur and 340 at the Global Mandiri School in
Jakarta. The sampling technique used was proportional random sampling. Data
collection techniques in this study used questionnaires for respondents—data
analysis techniques using research hypothesis testing. Based on the study's
results, it is explained that there are strategies and ways to increase
parents' interest in sending their children to private schools by
strengthening variables that have a positive and dominant effect on parental
interest. The strategy includes strengthening Service Quality, Promotion, and
Organizational Image. Ways to strengthen these variables include improving
weak indicators and maintaining good indicators for each variable. This
research has implications that to increase parents' interest in sending their
children to private schools, it is necessary to strengthen the quality of
service, promotion, and corporate image. To strengthen service quality, it is
necessary to improve indicators of assurance and certainty and empathy and
maintain tangible, responsive, and reliable indicators. Meanwhile, to
strengthen promotion, it is necessary to improve advertising and individual
sales indicators and maintain sales promotion and public relations
indicators. To strengthen the organization's image, it is necessary to
improve the reputation indicators and maintain the indicators of
organizational identity, values, and personality. |
DOI: |
|
Corresponding Author: Ely Yuliarsi
E-mail: elyyuliarsi17@gmail.com
INTRODUCTION
Education is
an essential component of a country as an effort to educate the nation's life
which is expected to create superior quality human resources and significantly
improve people's living standards (Sudarsana, 2015). School as a
formal institution where the educational process occurs is complex and dynamic (Barlian, 2016). Schools
that are managed effectively can carry out learning activities optimally,
produce superior graduates, and have a constructive impact on society so that
such schools will relatively quickly gain the community's trust.
Based on
their status, public and private schools need to gain public trust so that
interest in using educational services for these schools is sustainable. This
has resulted in increasingly fierce competition for schools to provide the best
educational services to present a positive image of the school (Baker, 2023). The better
the school's predicate, the community, in this case, the parents, will not
hesitate to send their children to that school. Parents' role is crucial in
choosing a school that directly or indirectly impacts the school's
sustainability (German Ben-Hayun & Perry-Hazan, 2023).
Based on
statistical data on the number of students in Indonesia by education level in
the 2020/2021 Academic Year as follows:
Figure 1.
Number of Students in Indonesia by Education Level
Source: Central Bureau of Statistics (BPS)
The graph
shows that the large number of students at the basic education level needs to
be managed effectively and efficiently to produce the expected educational
output. Professional management is needed from beginning to end in every school
educational activity. One link that determines the opportunity or potential for
capturing students optimally is the New Student Admission Program (PPDB) (Indrawan & Pedinata, 2022). PPDB can no
longer be seen as a routine annual agenda carried out by every educational
institution. However, this activity must always be carried out seriously by
bringing up various new strategies or innovations so that the number and
quality of prospective students who successfully enter align with expectations.
In PPDB
activities in private schools, especially at the Elementary School level, the
role of parents greatly determines the school of choice prospective students
attend. This aligns with the Law on the National Education System article 7,
paragraph 1, which explains that parents can choose educational units and
obtain information about their child's educational development (Ratnaningrum, 2022). In choosing
a school, the parents of students naturally become the concern of school
managers to realize the parents' expectations for the educational services
their children get as much as possible. A critical consideration in parental
choice is aligning school goals with parents' goals. For the primary education
level, in particular, the educational goals expected by parents are not only
for schools to guarantee ease of entering further education but also for
schools to have a fundamental role in developing the character of students (Mulyasa, 2022). Parent's
interest in sending their children to school is to get a quality education
according to their expectations (Eger et al., 2018). Parents
hope that their sons and daughters can be accepted at the best schools, then
they can continue at the next level of education to be accepted at good quality
schools.
Another
criterion parents consider in choosing an elementary school is getting one that
can develop all of a child's potential. This school facilitates children's
participation as active subjects in learning (Ibda, 2022). Schools that
can optimize the potential of intelligence, skills, abilities, and talents of
children will become the target of parents. Parents also consider the choice of
schools that can meet the needs of their children, especially if there are
special needs. Another consideration is the school's ability to facilitate the
development of students' multiple intelligences so that all intelligences
develop optimally. This includes the completeness
of infrastructure and school programs that support it. Another important
criterion that parents consider is educators' competence and skills to take the
right approach so that children feel safe and comfortable in expressing
themselves. The reputation of the school administrator, the school's history of
success in achieving achievements, and overcoming problems and challenges are
other criteria that parents also consider.
On the
other hand, children also need to pay attention to their hopes and wishes for
the school where they study. Currently, even prospective students at the
Elementary School level, children have been asked for their parents' opinions
to ensure that they are happy going to school there. Many parents invite their
children to visit schools and then ask their children's opinions or observe
their children's impressions of the school. This is also a consideration for
parents in choosing a school because the elementary school will be taken for
six years, so it is necessary to choose a school that is also of interest to
children. Therefore, schools need to manage the school's physical appearance,
which is predicted to affect children's interest and interest in school. In
line with the development of an increasingly globalized world, parents'
interest in choosing a school is increasingly leading to schools offering
future-oriented, competitive science and technology programs. Parent's interest
in choosing their child's school is also based on considerations of financial
ability (Fahrudin, 2019). In this case, the high ability makes parents more flexible in choosing
schools that provide excellent infrastructure and programs to international
standards, which are generally expensive.
The
increasing number of schools will increase competition so that schools that can
offer the best educational services will most likely be chosen by parents. Even
though the school is included in an organization that does not prioritize
profit as its primary goal, providing excellent service to students and parents
is a must to ensure the school's sustainability. Schools need to understand
parents' interest in sending their children to school. Therefore, schools need
to strive to be customer oriented. Customer-oriented schools consistently
maintain the uniqueness of services that differentiate them from other schools.
Customer-oriented schools pay more attention to managing customer expectations
to continue improving the quality of their services, making them superior to
the competition (Dewi et al., 2022). This competitive advantage can be created through efficiency, product
quality, service, creativity, and innovation.
The
number of students enrolled in a school and the fulfillment of school capacity
are indicators that the community trusts the school. On the other hand, schools
with a small number of students or even a ratio of the number of students with
a small school capacity tend to be perceived as schools with less quality, so
they do not gain the community's trust. The chance for a school to increase
parents' interest in choosing is higher when the school's existence, its
services, graduates, learning process, and uniqueness are known. The
introduction of schools by the community is inseparable from school promotion
activities. Through proper and effective promotions, schools can inform their
existence, curriculum, management staff, excellence, uniqueness, management
ranks, and achievements.
The
introduction of schools through promotions will open up wider opportunities for
schools to be chosen by parents. School promotion aims to get the attention of
prospective students and their parents to get to know the school better,
especially things that benefit parents. In an
organization, promotional activities are part of a marketing system that
increases sales volume. Promotional activities aim to attract potential
customers or regular customers to decide to use the services or continue to use
the organization's services. Effective promotions can stimulate consumer demand
for the organization's products or services. Facing an atmosphere of
competition, marketing and branding activities can help schools recruit and
retain students and spread positive word of mouth (Li & Hung, 2009).
The
need for an effective promotion strategy is increasing, considering that
parents are becoming more active and conscientious in making choices for their
children's education. They have complete access to finding out about the
condition of the school, primarily through the Internet. Schools that use
cyberspace to promote their schools will have a greater chance of being known
by the public and increase parents' interest in choosing them. Promotional
activities disseminating information about school excellence regarding
infrastructure, programs, and achievements will increase public trust. Through
the right promotional strategy, schools can enhance their positive image,
increase their competitive advantage, and lead to strengthening parental
interest in choosing a school. It is essential for both public and private
schools to continue to maintain the school's image, improve quality and
activate promotional programs so that they remain trusted by the community.
Through
the 12-year compulsory education policy, each education implementing unit must
strive for effective educational operations capable of producing superior quality
output. Compulsory education programs start at the elementary school level,
aiming to lay down the essential intelligence, knowledge, personality, morals,
and skills to live independently and participate in further education. In
addition, this primary education can make a child into form individual who can
live in groups. This important goal must be pursued optimally by both public
and private schools, especially since the number of elementary schoois the most significant number of education units
in Indonesia.
Table 1.
below shows the development of the number of elementary schools by school
status in each province. Each region has a different number of public and
private primary schools. Currently, some areas have great schools, but there are
also areas with only a few. DKI Jakarta and West Java have quite several
private primary schools. This shows that competition between regional schools
is high enough to recruit students.
Table 1. Development of the
number of elementary schools
according to school status in
each province
Province |
2018/2019 |
2019/2020 |
2020/2021 |
||||||
Public |
Private |
Total |
Public |
Private |
Total |
Public |
Private |
Total |
|
DKI Jakarta |
1.591 |
950 |
2.541 |
1.564 |
962 |
2.526 |
1,451 |
913 |
2,364 |
Jawa Barat |
17.693 |
1.913 |
19.606 |
17.661 |
2.057 |
19.718 |
17,492 |
2.085 |
19,577 |
Banten |
3.955 |
646 |
4.601 |
3.955 |
679 |
4.634 |
3.954 |
685 |
4,643 |
Jawa tengah |
17.858 |
1.144 |
19.002 |
17.819 |
1.191 |
19.010 |
17.658 |
1.211 |
18.869 |
DI Yogyakarta |
1.436 |
411 |
1.847 |
1.431 |
413 |
1.844 |
1,427 |
414 |
1,841 |
Jawa Timur |
17.502 |
1.783 |
19.285 |
17.406 |
1.879 |
19.285 |
17.197 |
1,895 |
19.092 |
|
|
|
|
|
|
|
|
|
|
Aceh |
3.334 |
137 |
3.471 |
3,339 |
153 |
3,492 |
3.336 |
159 |
3,495 |
Sumatera
Utara |
8.298 |
1.409 |
9.707 |
8.301 |
1,474 |
9.775 |
8.282 |
1,474 |
9.756 |
Suamtera
Barat |
3.968 |
209 |
4.177 |
3,993 |
240 |
4,233 |
3.981 |
244 |
4.225 |
Riau |
3.213 |
480 |
3.693 |
3.218 |
509 |
3.727 |
3.200 |
514 |
3.714 |
Kep. Riau |
683 |
251 |
934 |
684 |
278 |
962 |
683 |
280 |
963 |
Jambi |
2.336 |
124 |
2.460 |
2.314 |
132 |
2,446 |
2.314 |
138 |
2,452 |
Sumatera
Selatan |
4.301 |
370 |
4.671 |
4.295 |
390 |
4.685 |
4.292 |
399 |
4.691 |
Bangka
Belitung |
756 |
57 |
813 |
757 |
59 |
816 |
760 |
62 |
822 |
Bengkulu |
1.302 |
77 |
1.379 |
1.305 |
83 |
1.388 |
1.304 |
87 |
1.391 |
Lampung |
4.364 |
329 |
4.693 |
4.368 |
361 |
4.729 |
4.356 |
370 |
4.726 |
|
|
|
|
|
|
|
|
|
|
Kalimantan
Barat |
4.134 |
262 |
4.396 |
4.151 |
275 |
4,426 |
4.130 |
275 |
4.405 |
Kalimantan
Tengah |
2.432 |
201 |
2.633 |
2,433 |
210 |
2.643 |
2,417 |
211 |
2.628 |
Kalimantan
Selatan |
2.774 |
140 |
2.914 |
2.781 |
154 |
2.935 |
2.771 |
158 |
2.929 |
Kalimantan
Timur |
1.656 |
225 |
1.881 |
1.661 |
238 |
1.899 |
1.653 |
242 |
1.895 |
Kalimatan
Utara |
432 |
38 |
470 |
435 |
43 |
478 |
435 |
44 |
479 |
|
|
|
|
|
|
|
|
|
|
Sulawesi
Utara |
1.374 |
855 |
2.229 |
1.377 |
859 |
2.236 |
1.361 |
854 |
2.215 |
Gorontalo |
919 |
22 |
941 |
920 |
24 |
944 |
896 |
27 |
923 |
Sulawesi
Tengah |
2.661 |
232 |
2.893 |
2.670 |
237 |
2.907 |
2,669 |
240 |
2.909 |
Sulawesi
Selatan |
6.158 |
286 |
6.444 |
6.156 |
309 |
6.465 |
6,085 |
307 |
6.392 |
Sulawesi
Barat |
1.299 |
23 |
1.322 |
1.300 |
29 |
1.329 |
1.298 |
27 |
1.325 |
Sulawesi
Tenggara |
2.258 |
64 |
2.322 |
2.249 |
71 |
2320 |
2,253 |
71 |
2.324 |
|
|
|
|
|
|
|
|
|
|
Maluku |
1.242 |
539 |
1.781 |
1.259 |
532 |
1.791 |
1,261 |
532 |
1.793 |
Maluku Utara |
1.102 |
205 |
1.307 |
1.107 |
206 |
1.313 |
1.102 |
208 |
1.310 |
Bali |
2.319 |
128 |
2.447 |
2.319 |
133 |
2,452 |
2,306 |
135 |
2,441 |
Nusa Tenggara
Barat |
3.006 |
181 |
3.187 |
3.010 |
213 |
3.223 |
3.011 |
223 |
3.234 |
Nusa Tenggara
Timur |
3.287 |
1.792 |
5.079 |
3,339 |
1,808 |
5,147 |
3,348 |
1810 |
5.158 |
Papua |
1.580 |
932 |
2.512 |
1,627 |
959 |
2.586 |
1,612 |
951 |
2.563 |
Papua Barat |
637 |
398 |
675 |
675 |
396 |
1.071 |
677 |
395 |
1.072 |
Luar Negeri* |
86 |
41 |
127 |
||||||
|
131.680 |
16.813 |
148.673 |
131.879 |
17.556 |
149.435 |
131.058 |
17.685 |
148.743 |
Note: Previous years data are
included in DKI Jakarta provine |
The existence
of private schools helps the government in efforts to educate all the lives of
Indonesian people; their existence is very much needed and complements each
other with public school. Private schools are generally under the auspices of
foundations or organizations that are legally incorporated (Aribawa, 2021). One of the
advantages of private schools is the flexibility in implementing extra
curricula, such as bilingual classes or being affiliated with international
curricula. In terms of financing, private schools as paid schools can determine
the cost of education according to the educational services offered and the
competitiveness of the school. Because of their ability to mobilize financial
resources, many private schools do not receive any government assistance in
providing education. However, becoming a superior private school certainly
requires consistent sincerity and professionalism in managing it. Private
schools need to continue to promote schools from time to time to strengthen
their presence. All organizational resources need to be mobilized for the
optimal achievement of school goals.
One of the
private schools at the basic education level, which until now continues to work
on improving its performance, is the Global Mandiri School (SGM). SGM is under
the management of Perkumpulan Dian Bangsa and consists of two schools in Bogor
Regency, West Java, and East Jakarta Municipality. Global Mandiri Cibubur Private Elementary School (SDS) was established on
May 1, 2003, while SDS Global Mandiri Jakarta in 2010. Global Mandiri School is
a public school that uses the National Curriculum by implementing an English
Environment so that students are active in English. Global Mandiri School
values pluralism, namely, understanding diversity in diversity. The learning
method is designed to optimize all potential students regarding attitude,
skills, and knowledge supported by facilities, infrastructure, and competent
human resources. Students learning outcomes have the character of being
independent, superior, disciplined, and able to compete in the global era.
Adaptive, creative, and active learning activities are prepared so that
students can explore themselves in developing their cognitive skills and character
optimally. Arts and culture development is also encouraged to build an attitude
of love for the motherland, self-confidence, responsibility, and teamwork. This
is in line with the mission of the Global Mandiri school, which is to manage
and develop schools independently, provide a quality education system that considers
the abilities of individual students, apply values and rules in a society
consistently, prepare international standard resources and build national and
international networks.
In the
era of globalization that has entered various aspects of our lives,
self-quality is very decisive in the competition for mastery of science and
technology and foreign languages to improve our standard of living (Supriadi, 2016). This self-quality improvement must start as early as possible, starting
from Kindergarten and Elementary School. Global Mandiri School has anticipated
this by providing complete facilities and infrastructure and teachers with an
international perspective. This school's first responsibility is to parents and
everyone who entrusts their children to get a good education. In fulfilling
this mandate, everything is done, both in the teaching and learning process,
and the provision and use of facilities must be of high quality to feel safe
entrusting their children and children to this school.
In the
last four years, Global Mandiri Private Elementary School has experienced a
downward trend or reduced number of students. Especially during the Covid-19
pandemic, it significantly impacted the acceptance of new students. The
decrease in the number of students had an impact on downsizing the number of
study groups because they could not meet student targets, which impacted
reducing teaching staff. The percentage decrease in the number of students at
SDS Global Mandiri Cibubur was 14%, while the decrease in students at SDS
Global Jakarta was 22%. The decreasing number of students can
be seen in Table 2. and Figure 1 following:
Table 2. Number of New Student Admissions (PSB) SDS Global Mandiri
2018–2021 Academic Year
School year |
2018-2019 |
2019-2020 |
2020-2021 |
2021-2022 |
||||
Location |
SGM Cibubur |
SGM Jakarta |
SGM Cibubur |
SGM Jakarta |
SGM Cibubur |
SGM Jakarta |
SGM Cibubur |
SGM Jakarta |
The number of students |
80 |
94 |
83 |
68 |
63 |
77 |
57 |
60 |
Source:
Administration of Admissions of SDS Global Mandiri New Students
Figure 1. PSB SGM TA Elementary
School. 2018-2021
Based on this data, over the last four years, parents have declined
interest in sending their children to SDS Global Mandiri Cibubur and Jakarta.
This has made school management feel the need to find a solution through a
strategy to increase parents' interest in sending their children to Global
Mandiri School. The strategy to increase parental interest by Global Mandiri
Elementary School is closely related to the expectations of service users
(parents) and the factors determining parents' interest in choosing private
schools.
To
find strategies to increase orangutan interest, an initial survey was conducted
to find out the factors that influence parental interest, carried out from 16
to September 21, 2021. Based on the results of the initial survey, it was found
that parents' interest in sending their children to Global Mandiri Elementary
School in Bogor Regency and East Jakarta Municipality still needs to be
improved. This survey used 20 questions regarding the interest in sending their
children to school, distributed to 28 respondents from two Global Mandiri
Elementary School locations. The questionnaire was compiled based on indicators
of interest in sending children to school, namely: (1) suitability of needs, (2) belief in choice, (3) interest in the offer, (4) hope in choice, (5) habit patterns, and (6) Preferential interest. The results
obtained show the following data:
1.
32.14 % of parents
have yet to experience educational services following their children's
educational needs.
2.
There 32.14% of parents
still need to figure out the school of choice for their children.
3.
There were 3.5.71 % of parents interested in registering at school, not
because they were interested in the offers given by the school.
4.
There 29.46 % of parents' expectations of the choice of enrolling their children have yet to be fulfilled by the
school.
5.
34.52% of parents have
not made information or activities on school social media a habitual pattern.
6.
28.57 % of parents have yet to make this school their first choice (preferential
interest).
This initial survey indicates that parents' interest in the Global Mandiri
School still needs to be as expected. Overall, the percentage of parents'
interest in sending their children to Global Mandiri Schools is still below
70%. Thus the importance of parental interest in choosing a school for their
children; so if this condition is allowed to continue, there is a risk of
decreasing interest from year to year, leading to the school's sustainability.
Based on these initial findings, it is necessary to pursue a more in-depth
study to reveal and analyze what factors influence parents' interest in sending
their children to private schools such as the Global Mandiri School so that
improvements and improvements can be made.
Based on a review of the national and international journal literature for
the last three years, namely between 2019-2021, shows that the research theme
of parental interest still has opportunities to continue to be researched and
developed. The following are several journals of interest from various
countries. Some of the results of similar studies used as material for
consideration in this study are: Research (Mujid & Andrian,
2021) research results
show that brand image, service quality, and price simultaneously affect
interest in continuing school. The second study was conducted by (LENI, 2021). The
results showed that recommending schools that wish to increase the number of
students should increase the dominant factors that parents consider in choosing
a school for their children, namely product, process, price, human resources
and location, and the foundation of religious philosophy, the school's positive
image so far.
Furthermore, the third research was conducted by (Nugroho & Cahyono,
2017). The results show that promotion, image,
and service quality significantly affect prospective students' interest. The
fourth study was conducted by (Fitriana & Triwiyanto, 2015), describing the
foundation's strategy, impact, constraints, and solutions to attract parents'
interest in sending their children to UM laboratory schools.
The studies that have been described show that the theme of interest in
choosing a school, especially private schools, among parents is still a concern
of many parties. Based on the background above, this research aims to find out
and analyze modeling and optimizing the strengthening of parents' interest in
sending their children to private schools.
METHODS
This study
uses primary, qualitative, quantitative, and research analysis methods. This
quasi-qualitative research was conducted at 2 (two) Global Mandiri Schools in
East Jakarta and Bogor Regency. The qualitative research was carried out for 5
(five) months, from November 2021 to February 2022, gradually starting from
preparing research proposals to establishing research hypothesis findings. Data
collection was carried out by interviewing informants or informants at school.
The
quantitative research method in this study is a continuation of the qualitative
research that has been done before. Quantitative research will be carried out
for 9 (nine) months in stages, from the preparation of research proposals and
examination of proposals to the preparation of research results seminars. The
population used in this study was 430 students at the Global Mandiri School in
Cibubur and 340 at the Global Mandiri School in Jakarta. The sampling technique
used was proportional random sampling based on the Trao Yamane formula to
obtain a sample of 264 people. Data collection techniques in this study used
questionnaires for respondents—data analysis techniques using research
hypothesis testing.
RESULTS AND DISCUSSION
Hypothesis test
Table
3. Recapitulation of Hypothesis Testing Results
hypothesis |
Statistic test |
Decision |
Conclusion |
Service quality (X1) has a positive and significant direct effect on parents' interest (Y) |
H0: H1: |
H0 is rejected |
It has a direct positive and significant impact |
Promotion (X2) has a direct positive
effect and is significant to parents' interest (Y) |
H0: H1: |
H0 is rejected |
It has a direct positive and significant impact |
Organizational image (X3) has a positive
direct effect and is significant to parents' interest (Y) |
H0: H1: |
H0 is rejected |
It has a direct positive and significant impact |
Service quality (X1) has a positive and
significant direct effect on the
organizational image (X3) |
H0: H1: |
H0 is rejected |
It has a direct positive and significant impact |
Promotion (X2) has a positive and
significant direct effect on the
organizational image (X3) |
H0: H1: |
H0 is rejected |
It has a direct positive and significant impact |
Quality of
service (X1) has a positive and significant indirect effect on
parents' interest (Y) through organizational
image (X3) |
H0:by31 ≤ 0 H1:by31 > 0 |
H0 accepted _ |
Indirect positive and significant impact |
Promotion (X2)
has a positive and significant indirect effect on parental interest (Y)
through organizational image (X3) |
H0:by32 ≤ 0 H1:by32 > 0 |
H0 accepted _ |
The indirect positive effect is not significant |
Table 4. Results of Hypothesis Testing Analysis
Vari a bell |
Path coefficient |
tcount |
ttable |
Test Decision |
X1 over Y |
bY1 = 0.333 |
6,366 |
1,970 |
H0 is rejected, and H1 is accepted. There is a positive direct effect of service quality on parental interest |
X2 over Y |
bY2 = 0.236 |
4,705 |
1,970 |
H0 is rejected, and H1 is accepted. There is a positive direct effect of promotion on parental interest. |
X3 over Y |
BY3 = 0.318 |
6,092 |
1,970 |
H0 is rejected, and H1 is accepted. There is a
positive direct effect of promotion on parental interest |
X1 over X3 |
bx1x3 = 0.385 |
6,762 |
1,970 |
H0 is rejected, and H1 is accepted. There is a positive direct effect of service quality on organizational image |
X2 over X3 |
bx2x3 = 0.255 |
4,465 |
1,970 |
H0 is rejected, and H1 is accepted. There is a
positive direct effect of promotion on organizational image |
X1 over Y through X3 |
bYx13 = 0.122 |
2,625 |
1,970 |
H0 is rejected, and H1 is accepted. There is a
positive indirect effect of service quality on parental interest through
organizational image |
X2 over Y through X3 |
bYx23 = 0.081 |
1,930 |
1,970 |
H0 is rejected, and H1 is accepted. There is a
positive indirect effect of promotion on parental interest through the
corporate image. |
Discussion of Research
Hypothesis Testing Results (Model Test)
Effect of service quality (X1)
on parents' interest (Y)
This
study proves a significant positive direct effect of service quality on
parents' interest in sending their children to school (βy1 = 0.333, Sig
<0.05). The more robust service quality will increase parents' interest in
sending their children to Global Mandiri Elementary
School. These findings provide empirical evidence that
improving service quality can impact increasing parental interest. This study's
results align with research conducted by (Azkiyah et al., 2020) in a journal entitled Effects of the Quality of academic services and
Promotion on the Interest of new students in Madrasahs. The data analysis
results show a significant effect of the quality of academic services on the
interest of new students of 0.402 or 40.2%.
These
findings indicate that if SDS Global Mandiri wants to immediately increase
parents' interest in sending their children to school, it cannot be delayed to
improve service quality immediately or strategically. Services are said to be
of quality if schools can provide products and services (services) following
parents' wishes, needs, and expectations. High service quality in the form of
reliability and consistency in providing service quality standards will
generate good perceptions among parents, thus generating interest in getting to
know the school further.
Effect of promotion (X2) on parental interest (Y)
This study proves a significant positive direct effect of
promotion on parents' interest in sending their children to school (βy1 =
0.236, Sig <0.05). This means that the stronger the promotion will increase
parents' interest in sending their children to Global Mandiri Elementary School. These findings provide
empirical evidence that increased promotion can impact increasing parental
interest. This study's results align with research conducted by (Chusanawati & Purwinarti, 2015) in a journal entitled "The effect of promotion on interest in studying
at the Jakarta State Polytechnic," it is known that the promotion variable
has a significant relationship with interest in college. The correlation value
between promotion and interest in a college is 0.489, which has a strong level
of relationship, while the correlation coefficient between promotion and
interest is 0.611.
These findings indicate that if SDS Global Mandiri wants
to immediately increase parents' interest in sending their children to school,
it cannot be delayed to increase promotion immediately strategically. The
promotion has an important role, considering that promotion is a way to get new
students for a school. With proper and effective promotion, a school can get
students according to the expectations and capacity of the school.
Effect of organizational image (X3) on Parents' Interest (Y)
This study proves a significant positive direct effect of
corporate image on parents' interest in sending their children to school
(βy1 = 0.318, Sig <0.05). That is, the stronger the school's image, the
more parents are interested in sending their children to Global Mandiri Elementary School. These findings provide
empirical evidence that improving school image can increase parental interest.
The results of this study are in line with research conducted by (Nugroho & Cahyono, 2017) in a journal entitled Imaging, Promotion, and Service Quality on Interest
in Studying at Diploma III Program STIESIA Surabaya; it is known that
organizational image variables have a significant relationship with interest in
studying at school the. The correlation value between corporate image and
interest in a college is 0.404, which has a moderate level of relationship,
while the correlation coefficient between corporate image and interest in a
college is 0.687.
SDS Global Mandiri wants to increase parents' interest in
sending their children to school, so strategic efforts are immediately made to
create a positive image in the community, and the programs implemented can
create a good impression in the eyes of the public. The characteristics of SD
Global Mandiri are understood according to the expectations of the community;
the purpose of this school's presence is believed to be able to improve the
quality of student education in terms of cognitive, affective, and psychomotor
in accordance with educational goals, educating the life of the nation and
forming generations that are independent, superior, disciplined and globally
competitive according to the school's vision. In addition, Global Mandiri Elementary School is an educational
institution with a high participation level by holding humanitarian programs in
the school environment and its surroundings. The reputation that has been
formed from the activities that Global Mandiri Elementary
School has carried out has given confidence to the community;
this is based on personal experience and other parties, such as the output of
education in schools has positive implications for student development, this
can be seen both in terms of ability and academic quality and non-academic.
Effect of service quality (X1) on Organizational Image (X3)
This study proves a significant positive direct effect of
service quality on the corporate image (β31 = 0.385, Sig <0.05). That
is, more robust service quality will improve the organization's image. These
findings provide empirical evidence that improving service quality can have an
impact on improving corporate image. This study's results align with research
conducted by (Ekawarna et al., 2021) in a journal entitled Effects of service quality, trust, and corporate
image on parental satisfaction at Alfalah Islamic Middle School, Jambi City.
From the results of this study, it was found that there was a direct effect of
service quality on school image, namely 0.471, with a significant level of
0.000 <0.05. Thus H1 is accepted. This means there is a direct effect of
service quality on school image of 0.471.
If all Principals, teachers, and staff of Global Mandiri Elementary School in management can work
together in improving service quality in various aspects such as the
availability of good physical evidence in schools, ability, and intelligence,
innovativeness of teachers and staff, the responsiveness of school staff to
students, parents, stakeholders, and the surrounding environment, establishing
good relationships with parents and the surrounding community will be able to
improve the image of Global Mandiri Elementary School. Well established in the
eyes of parents and the surrounding community, and able to contribute to the
school, in general, to improve corporate image through good quality education
services. Conversely, if management cannot maintain service quality, it will
create a negative image in the eyes of customers and the surrounding community.
Effect of Promotion (X2) on Organizational Image (X3)
This study proves that there is a significant positive
direct effect of promotion on the corporate image (β31 = 0.255, Sig
<0.05). That is, the stronger the promotion will improve the organization's
image. These findings provide empirical evidence that increased promotion can
impact improving the image of Global Mandiri Elementary School. The results of
this study are in line with research conducted by Hamsinah (2020) in a journal
entitled "The Influence of Brand Image, Promotion, Price, and Quality of
Service on Study Decisions at Sahid Polytechnic," it is known that the
results of the hypothesis analysis in this study found the number count is
0.662 (66.2%) which shows that the percentage contribution to the influence of
the independent variables namely brand image, promotion, price and service
quality on the dependent variable is the decision to study at Sahid Polytechnic
by 66.2%. College decision variables can be explained or influenced by brand
image, promotion, price, and service quality variables by 66.2%, while 33.8%
are explained or influenced by other variables not examined.
School promotion to the community is an important step
and a determinant of success in improving the school's image because promotion
is a form of communication with the community. In the promotion aspect, Global
Mandiri Schools must increase various efforts in carrying out promotions. The
form of promotional activities is carried out conventionally through the
parents of students; this promotion is through word of mouth carried out by
parents of Global Mandiri students who have experienced the educational
services at Global Mandiri Elementary School to
recommend to other parents. They are conducting Open House activities and
visits to other schools (canvassing) that do not have a higher level at the
intended school. Open Booth activities in collaboration with Housing and Malls
can be carried out to introduce schools to the broader community. Then
promotion through print media by making banners, flyers, and brochures. Digital
promotion through social media: Facebook, Instagram, Website, Tiktok and
Youtube, which Global Mandiri School has carried out in the form of posters,
photos, activity videos, and testimonials are activities to disseminate information,
persuade and influence the public to be willing to join, and be loyal or have
interest in Global Mandiri Elementary
School.
The indirect effect of service quality (X1) on parental interest
through corporate image (X3)
This
study proves a significant positive indirect effect of service quality on
parents' interest through organizational image (βy31 = 0.122, Sig
<0.05). In other words, mediation occurs. This means that the organizational
image variable plays a role in mediating the effect of service quality on
parental interest. The results of this study are in line with research
conducted by (Mujid & Andrian, 2021) regarding "Brand image strategy, service quality, and price on
interest in continuing school," from this study, it can be seen that the
coefficient of determination obtained is 0.773 or in other words the variable
image brand, service quality, and price have a significant influence on the
variable interest in continuing school by 77.3%, while other variables outside
the research influence the remaining 22.7%.
Service
quality is one of the factors that can affect the organization's image of the
school. Service quality will encourage schools to improve their corporate
image. The findings obtained in this study identified that if a school has a
high level of service quality and organizational image, these two variables
simultaneously contribute to an increase in parental interest. This proves that
by maintaining service quality, namely always providing excellent service, both
from school programs, teaching and learning activities, school facilities that
are always in good condition, ease in administrative processes and
communication with the school, it will provide excellence in education services
so that increasing the perception of the image from the minds of parents at
Global Mandiri Elementary School which in turn generates parental interest and will continue to use Global
Mandiri school education services.
The indirect effect of
promotion (X2) on parental interest through organizational image (X3)
This
study proves that there is a positive indirect effect that is not the
significant promotion of parental interest through corporate image
(βy31=0.081, Sig<0.05). The direct effect of the promotion variable on
parental interest is greater than the indirect effect. This condition indicates
that corporate image as an intervening variable in this study is not strong
enough to support the effect of promotion on parental interest. The corporate
image does not mediate, where the direct effect is stronger than the indirect
effect. In other words, the promotion has a more significant direct effect
without going through the organization's image. If you want to increase
parental interest, it will be more efficient when carried out directly through
promotion. The results of this study contradict research conducted by (Hasibuan et al., 2022) concerning "The Influence of Corporate Image and Promotion on Public
Interest using the Hasanah Card," providing research results that
corporate image t-count 2.237 > from t-table 2.026 with a significant below
0.05 which means that part, the corporate image has a positive and significant
effect on public interest. The t-count value of the promotion is 5.567 >
t-table 2.026 with a significance below 0.05 which means that partial promotion
has a positive and significant effect on public interest.
These
findings indicate that the school's promotion has attracted parents to directly
choose Global Mandiri Elementary
School for their children. The image of a school
already known by the wider community only becomes a mediation for promotions
carried out with careful planning to attract parents' interest. This is because
the promotional media used already represents the school's characteristics to
influence the wider community's curiosity about Global Mandiri Elementary School.
Discussion on the Implementation
of the "Optimization Model" based on SITOREM Analysis
In
the SOTOREM analysis stage, the first stage analyzes the contribution of
service quality, promotion, and corporate image to parental interest. This
analysis uses a formula to calculate the coefficient of determination in the
linearity test. Next, the order of the relationship between variables is
arranged based on the highest correlation coefficient from the previous path
analysis calculation results. Then, in the second stage, research indicators
were analyzed, which was obtained from the average score of each indicator of
each research variable. This score is a description of the actual condition of
these indicators from the point of view of the research sample. The third stage
is an analysis technique of the results of correlational research to determine
the weight of the research variables indicators. This requires an expert's
assessment. In this study, the expert assessment was carried out by Prof. Dr.
Soewarto Hardhienata. After obtaining the average score of the research results
on each indicator and weight, the fourth stage analyzes the classification of
variable research indicators prioritized to be repaired, maintained, or
developed. This analysis found that 14 indicators were maintained/developed,
and five indicators were prioritized for improvement.
Discussion of Exploratory Research Results
a. Research Theme
Based on preliminary survey data and facts regarding the interests of
parents of Global Mandiri Private Elementary School on September 19, 2021,
using a questionnaire, it was concluded that parents' interests need attention.
Schools must improve conformity with needs, beliefs in choices, interest in
offers, expectations of choices, patterns of habits, and preferential interests.
The indications of the problems above are considered to be a benchmark that
parents' interest is still low in sending their children to Global Mandiri
Schools.
b. Pre-Modeling
Identifying other variables suspected of having a relationship or
influencing the innovation variable was conducted by interviewing 12 parents of
students representing 2 Global Mandiri schools, Jakarta and Cibubur. From the
identification results obtained, 3 (three) variables, namely, service quality,
promotion, and corporate image.
c.
Modeling
Referring to the identification results in the pre-modeling stage, the
research constellation and hypothesis are determined. There is one intervening
variable, namely the organizational image variable. For that, they tested the
research hypothesis using path analysis techniques.
d.
Pre-Model Test
At this triangulation stage, the correlation formulation and research
hypotheses were then verified by experts. The expert who is the assessor in
this process is Prof. Soewarto Hardhienata, Dr. Rita Retnowati, MS, and Dr.
Dian Wulandari, S.Psi, M.Pd. The results of the expert's assessment of these
variables can be continued without revision, meaning that the research
constellation formulated by the researcher follows the theoretical description
and frame of mind, and the research hypothesis follows the research
constellation.
Discussion on Optimal Recommendations
The purpose and
use of SITOREM analysis are to optimize the variable research indicators,
either through improvement, maintenance, or development. The following is the
result of the priority sequence of indicators for the SITOREM analysis.
Table 5. Sitorem Analysis Result
Sitorem Analysis
Results |
|
Priority Indicators
to be fixed soon |
Indicator
maintained/developed |
1st Guarantee and certainty (Assurance) |
Tangibles |
2nd Empathy |
Responsiveness |
3rd Reputation |
Reliability |
4th Advertising (Advertising) |
Organizational Identity (Corporate Identity) |
5th Personal selling |
Organizational Values (Value) |
|
Personality |
Sales promotion (Sales Promotion) |
|
Public Relations |
|
Compatibility with needs |
|
Confidence in choice |
|
Preference Interests |
|
Hope for choice |
|
Interested in the offer |
|
Habit pattern |
CONCLUSION
It can be
concluded that strategies and ways to increase parental interest. The strategy
to increase parents' interest in sending their children to school is to
strengthen the variables that have a positive and dominant influence on
parents' interest in sending their children to private schools, namely through
strengthening Service Quality, Promotion, and Organizational Image. The way to
strengthen the service quality variable is to improve the still weak
indicators, namely assurance and empathy, as well as maintain the already good
indicators, namely tangibles, responsiveness, and reliability. Then the way to
strengthen the promotion variable is to improve the weak indicators, namely
advertising and personal selling, and to maintain good indicators, namely sales
promotion and public relations. The way to strengthen the organizational image
variable is to improve the weak indicators, namely the reputation indicator,
and to maintain good indicators, namely corporate identity, values, and
personality.
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2023 by the authors. It was submitted for possible open-access publication
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