Pengaruh Promosi Dan Kualitas Pelayanan Terhadap Kepuasan Orang Tua Murid Di Bimba Aiueo Grand Cisoka Tangerang

The Effect of Promotion and Service Quality on the Satisfaction of Parents of Students at Bimba Aiueo Grand Cisoka Tangerang

Abstract

Increasingly fierce competition among non-formal educational institutions requires institutions to provide quality service and conduct effective promotions. Parent satisfaction as users of educational services is a crucial factor in building trust and loyalty toward the institution. Therefore, promotion and service quality must be prioritized to enhance parents' satisfaction. This study aims to determine and analyze the partial and simultaneous effects of promotion and service quality on parents' satisfaction at BIMBA AIUEO Grand Cisoka Tangerang. This study utilizes a quantitative method with an associative approach. The research sample consists of 60 parents selected using a purposive sampling technique. Data were analyzed using IBM SPSS Statistics 27 through validity tests, reliability tests, classical assumption tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination. The results show that promotion has a positive and significant effect on parents' satisfaction, with a calculated t-value of 4.118 > t-table 1.672 and a significance value of 0.000 < 0.05. Service quality also has a positive and significant effect, with a calculated t-value of 5.277 > t-table 1.672 and a significance value of 0.000 < 0.05. Simultaneously, promotion and service quality have a positive and significant effect on parents' satisfaction, with a calculated F-value of 51.553 > F-table 3.16 and a significance value of 0.000 < 0.05.