PENGARUH KUALITAS LAYANAN DAN REPUTASI SEKOLAH TERHADAP WOM (WORD OF MOUTH) PERAN MEDIASI KEPERCAYAAN

Abstract

Abstrak : Salah satu Sekolah Dasar Islam Terpadu di kota Semarang yang menjadi objek penelitian, selama masa pandemic covid-19 mengalami penurunan dalam jumlah penerimaan siswa dibandingkan tahun sebelumnya. Maka dilakukanlah penelitian yang bertujuan untuk mengetahui seberapa besar pengaruh kualitas layanan dan reputasi sekolah tersebut baik secara langsung ataupun tidak langsung dengan peran mediasi kepercayaan dari orang tua siswa yang berdampak terhadap efektifitas penggunaan komunikasi WOM (Word of Mouth) pada orang tua siswa. Penelitian menggunakan pendekatan kuantitatif dengan populasi orang tua siswa kelas 2 sampai kelas 6 yang telah merasakan kualitas layanan selama satu tahun. Teknik pengambilan sampel menggunakan proportionate stratified random sampling dengan jumlah sampel 179 orang. Metode analisis data menggunakan regresi linier berganda dan uji sobel. Hasil penelitian menunjukkan bahwa kesediaan orang tua siswa menyebarkan informasi melalui WOM (Word of Mouth) dipengaruhi mediasi kepercayaan dari orang tua siswa dan secara langsung dengan reputasi sekolah. Kualitas layanan belum mampu mempengaruhi secara langsung WOM, sehingga dalam penelitian ini peran kepercayaan orang tua siswa sangatlah penting dalam mempengaruhi jumlah penerimaan siswa di sekolah tersebut.

Abstract: One of the Integrated Islamic Elementary Schools in the city of  Semarang which became the object of research, during the covid-19 pandemic, there was a decrease in the number of student admissions compared to the previous year. So a study was conducted that aims to determine how much influence the quality of service and the reputation of the school, either directly or indirectly, with the mediating role of trust from parents of students which has an impact on the effectiveness of using WOM (Word of Mouth) communication on parents. The study used a quantitative approach with a population of parents of grade 2 to grade 6 students who had experienced the quality of service for one year. The sampling technique used is proportionate stratified random sampling with a sample size of 179 people. Methods of data analysis using multiple linear regression and sobel test. The results showed that the willingness of parents to disseminate information through WOM (Word of Mouth) was influenced by the mediation of trust from students' parents and directly with the school's reputation. Service quality has not been able to directly affect WOM, so in this study the role of parents' trust is very important in influencing the number of student admissions in the school.