JAELANI GUNAWAN, NIM. 2021100015 (2025) PENGARUH KUALITAS PELAYANAN TERHADAP MINAT MENDAFTAR DENGAN PROMOSI SEBAGAI VARIABEL MODERASI STUDI KASUS DI SMK MUHAMMADIYAH SEMPOR. Skripsi thesis, UNIVERSITAS MUHAMMADIYAH GOMBONG.

Text JAELANI GUNAWAN NIM.2021100015_compressed.pdf Download (1MB)

Abstract

This research investigates the impact of service quality on prospective student enrollment interest at SMK Muhammadiyah Sempor and examines the role of promotion as a moderating factor. The study is motivated by a consistent decline in applicant numbers over the past three years, despite improvements in service quality and school facilities. A quantitative approach was employed using a survey of 110 respondents, including current and prospective students. The variables studied include service quality (reliability, responsiveness, assurance, empathy, and tangibles), promotion (social media, school events, print media), and enrollment interest. Regression analysis revealed that neither service quality nor promotion significantly influences enrollment interest directly, and promotion does not moderate the relationship between service quality and enrollment interest. These results suggest that alternative strategies beyond service quality and promotional efforts are necessary to attract more new students.

Actions (login required)

View Item