PENGARUH KUALITAS PELAYANAN, FASILITAS, DAN WORD OF MOUTH (WOM) TERHADAP KEPUTUSAN MEMILIH SEKOLAH DI SD SSP JAKARTA UTARA
DOI:
https://doi.org/10.54314/jssr.v9i4.7096Keywords:
service quality, facilities, Word of MouthAbstract
Nowadays, competition between private and public (state-owned) schools is increasingly intense. It must be acknowledged that many prospective parents prioritize enrolling their children in public schools due to the reason of free education. This reason has caused private schools to gradually lose their appeal and struggle to attract new students. This situation is also experienced by one of the schools under the Catholic foundation Perkumpulan Strada, namely SD SSP. This study aims to determine and analyze the influence of service quality, facilities, and Word of Mouth on parents' decisions in choosing SD SSP, North Jakarta, as their children's school. This research employs a probability sampling method with a saturated sampling technique (census), in which the entire population is used as the sample. The sample or respondents in this study consisted of 69 people, and data were collected using a questionnaire. Data analysis was conducted using classical assumption tests, multiple linear regression, and hypothesis testing, including the t-test, F-test, and coefficient of determination. The results show that, partially, service quality has a significant effect on the decision to choose an elementary school, facilities have a significant effect on the decision to choose an elementary school, and Word of Mouth has a significant effect on the decision to choose an elementary school. Simultaneously, service quality, facilities, and Word of Mouth have a significant effect on the decision to choose an elementary school.
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