PENGARUH KUALITAS LAYANAN, CITRA SEKOLAH, DAN KEPUASAN SISWA TERHADAP LOYALITAS SISWA DI SMKN 2 BUDURAN SIDOARJO

THE EFFECT OF SERVICE QUALITY, SCHOOL IMAGE, AND STUDENT SATISFACTION ON STUDENT LOYALTY AT SMKN 2 BUDURAN SIDOARJO

SMKN 2 Buduran merupakan salah satu sekolah Negeri yang memiliki kredibilitas yang baik di sidoarjo. Hal ini didasari oleh fasilitas, baik akademik maupun non akademik yang dapat menunjang kegiatan belajar siswa. Penelitian ini di lakukan oleh peneliti untuk mengetahui kualitas layanan, citra sekolah, dan kepuasan siswa terhadap loyalitas siswa di SMKN 2 Buduran. Penelitian ini menggunakan metode penelitian kuantitatif. Data diperoleh dari 50 siswa di SMKN 2 Buduran Sidoarjo. Analisis data yang digunakan menggunakan Google Form sebagai media penelitan kualitas layanan,citra sekolah, dan kepuasa siswa terhadap loyalitas siswa.Hasil yang diperoleh dari penelitian dapat disimpulkan: yaitu kualitas layanan sekolah terhadap siswa hampir terpenuhi. Semakin bagus kualitas pelayanan yang diberikan oleh sekolah kepada siswa dapat menyebabkan semakin tinggi loyalitas siswa. Citra sekolah menurut pandangan siswa sudah baik. Semakin tinggi kualitas citra sekolah semakin tinggi loyalitas yang di miliki siswa sehingga siswa menjadi puas saat belajar. Kepuasan siswa menurut penilian dari siswa sudah cukup terpenuhi. Sehingga semakin tinggi kepuasan siswa maka semakin tinggi pula loyalitas siswa terhadap sekolah. Pandangan siswa terhadap kualitas layanan, citra sekolah, dan kepuasa siswa sudah hampir terpenuhi. Karena semakin tinggi loyalitas yang di berikan kepada siswa semakin tinggi loyalitas siswa terhadap sekolah sehingga siswa merasa puas dalam melakukan kegiatan pembelajaran di sekolah.

Kata Kunci: kualitas layanan, citra sekolah, kepuasan siswa, dan loyalitas siswa

SMKN 2 Buduran is one of the public schools that has good credibility in Sidoarjo. This is based on academic and nonacademic facilities that can support student learning activities. This research was conducted by researcher to determine service quality, school image, and student satisfaction with student loyalty at SMKN 2 Buduran. This study used quantitative research method. Data were obtained from 50 students at SMKN 2 Buduran Sidoarjo. The data analysis using Google Form as a research medium for service quality, school image, and student satisfaction with student loyalty. The results obtained from the study can be concluded: the quality of school services to students is almost fulfilled. the higher the quality of services provided by the school to students, the higher the loyalty of students. The image of the school according to students' views is good. The higher the image quality of the school, the higher the loyalty that students have so that students become satisfied while learning. Student satisfaction according to the assessment of students is quite fulfilled. So that the higher the student satisfaction, the higher the student's loyalty to the school. Students' views on service quality, school image, and student satisfaction are almost fulfilled. Because the higher the loyalty given to students, the higher the students' loyalty to the school so that students feel satisfied in carrying out learning activities at school.

Keywords: quality of services, school’s image, student satisfaction, and student loyal