Modeling and Optimizing Strengthening Parents' Interest in Sending Their Children to Private Schools

Abstract

This research aims to identify and analyze modeling and optimizing the strengthening of parents' interest in sending their children to private schools. This study uses preliminary research, qualitative, quantitative, and research analysis. The population used in this study was 430 students at the Global Mandiri School in Cibubur and 340 at the Global Mandiri School in Jakarta. The sampling technique used was proportional random sampling. Data collection techniques in this study used questionnaires for respondents—data analysis techniques using research hypothesis testing. Based on the study's results, it is explained that there are strategies and ways to increase parents' interest in sending their children to private schools by strengthening variables that have a positive and dominant effect on parental interest. The strategy includes strengthening Service Quality, Promotion, and Organizational Image. Ways to strengthen these variables include improving weak indicators and maintaining good indicators for each variable. This research has implications that to increase parents' interest in sending their children to private schools, it is necessary to strengthen the quality of service, promotion, and corporate image. To strengthen service quality, it is necessary to improve indicators of assurance and certainty and empathy and maintain tangible, responsive, and reliable indicators. Meanwhile, to strengthen promotion, it is necessary to improve advertising and individual sales indicators and maintain sales promotion and public relations indicators. To strengthen the organization's image, it is necessary to improve the reputation indicators and maintain the indicators of organizational identity, values, and personality.