PENGARUH KUALITAS PELAYANAN DAN CITRA SEKOLAH TERHADAP KEPUASAN ORANG TUA SISWA DENGAN KEPERCAYAAN SEBAGAI VARIABEL INTERVENING (Studi pada: Sekolah Dasar Swasta di Kecamatan Pasaman Kabupaten Pasaman Barat)

Abstract

Private schools that offer the advantages of having an important role in producing quality
students. The success of a private school winning the competition is determined by ability
to implement a good marketing strategy. One important aspect in marketing management
is an understanding of creating customer satisfaction. Among the concepts that affect
customer satisfaction is the quality of service, the corporates image and trust. The aim of
this study was to examine the effect of service quality, immage of school toward
satisfaction and put the trust as an intervening variable. Respondents of this study were all
parents who send their children to private elementary school in Simpang Empat, West
Pasaman totaling 831 people with Slovin method defined sample of 270 people. Data were
collected by questionnaires. The analysis showed that the quality of service and the image
of school positive and significant impact on the trust and satisfaction of parents. Variable
trust mediates the effect of the quality of services to satisfaction and effect of school
immage to satisfaction. The findings of this study provide practical implications for the
Private Primary School in District Pasaman, West Pasaman that in order to increase the
students in the future, it is recommended to improve the quality of service, the schools
immage and trust.
Keywords : Satisfaction, trust, quality of service and schools immage