PENGARUH KUALITAS LAYANAN AKADEMIK DAN LAYANAN INFORMASI MELALUI STRATEGI CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TERHADAP KEPUASAN PESERTA DIDIK DI SMA PEMBANGUNAN LABORATORIUM UNP

THE INFLUENCE OF ACADEMIC SERVICE QUALITY AND INFORMATION SERVICES THROUGH CUSTOMER RELATIONSHIP MANAGEMENT (CRM) STRATEGIES ON STUDENT SATISFACTION AT UNP LABORATORY DEVELOPMENT HIGH SCHOOL

Penelitian ini untuk mengetahui gambaran kualitas layanan akademik, kualitas layanan informasi, dan kepuasan peserta didik di SMP Pembangunan Laboratorium UNP, serta untuk mengetahui pengaruh kualitas layanan akademik dan layanan informasi melalui strategi Customer Relationship Management (CRM) terhadap kepuasan peserta didik di SMA Pembangunan Laboratorium UNP. Penelitian kuantitatif dengan menggunakan uji analisis deskriptif dan analisis regresi linear berganda. Sampel sebanyak 241 yang terdiri dari siswa SMA Pembangunan Laboratorium UNP. Berdasarkan hasil analisis data tingkat kualitas layanan akademik memiliki rata-rata 59, tingkat kualitas layanan informasi memiliki rata-rata 34, dan tingkat kepuasan peserta didik memiliki rata-rata 51. Hasil analisis regresi linier berganda menunjukkan variabel kualitas layanan akademik berpengaruh positif terhadap kepuasan peserta didik di SMA Pembangunann Laboratorium UNP dengan besaran nilai T hitung > T tabel yaitu 5,328 > 1,651281. Kemudian variabel kualitas layanan informasi berpengaruh positif terhadap kepuasan peserta didik , yang ditunjukkan dengan besarnya T hitung > T tabel  yaitu 2,942 > 1,651281, serta kualitas layanan akademik dan layanan informasi berpengaruh secara simultan terhadap kepuasan peserta didik di SMA Pembangunan Laboratorium UNP dengan besaran F hitung > F tabel sebesar 22,585 > 3,033598.

Kata kunci : Kualitas Layanan Akademik, Kualitas Layanan Informasi, Kepuasan Peserta Didik

This research aims to determine the description of the quality of academic services, the quality of information services, and student satisfaction at UNP Laboratory Development Middle School, as well as to determine the influence of the quality of academic services and information services through Customer Relationship Management (CRM) strategies on student satisfaction at UNP Laboratory Development High School. . Quantitative research using descriptive analysis tests and multiple linear regression analysis. The sample was 241 consisting of UNP Laboratory Development High School students. Based on the results of data analysis, the level of quality of academic services has an average of 59, the level of quality of information services has an average of 34, and the level of student satisfaction has an average of 51. The results of multiple linear regression analysis show that the academic service quality variable has a positive effect on student satisfaction. students at the UNP Development Laboratory High School with a value of T count > T table, namely 5.328 > 1.651281. Then the variable quality of information services has a positive effect on student satisfaction, which is indicated by the magnitude of T count > T table, namely 2.942 > 1.651281, and the quality of academic services and information services simultaneously influences student satisfaction at UNP Laboratory Development High School with the magnitude of F calculate > F table of 22.585 > 3.033598.

Keywords: Quality of Academic Services, Quality of Information Services, Student Satisfaction