ABSTRAK
Tujuan penelitian ini adalah untuk mengetahui: (1) ada tidaknya pengaruh
variabel produk, harga, tempat,promosi, orang, sarana dan prasarana, serta proses
sebagai dimensi utama citra sekolah, secara simultan terhadap keputusan memilih
sekolah pada siswa SMK Kristen 1 Surakarta, (2)ada tidaknya pengaruh variabel
produk, harga, tempat,promosi, orang, sarana dan prasarana, serta proses sebagai
dimensi utama citra sekolah,secara parsial terhadap keputusan memilih sekolah
pada siswa SMK Kristen 1 Surakarta. Jenis penelitian ini adalah penelitian
kuantitatif dengan metode deskriptif dan menggunakan analisis regresi berganda.
Populasi dalam penelitian ini adalah siswa SMK Kristen 1 Surakarta tahun
Pelajaran 2014/ 2015 yang berjumlah 449 siswa. Jumlah sampel yang ditetapkan
sebanyak 113 responden. Penetapan responden dengan menggunakan
Nonprobability sampling yaitu Proportionate stratified random sampling.
Validitas data diperoleh melalui hasil tryout yang dilakukan kepada 30 responden.
Dari hasil analisis yang dilakukan, diperoleh persamaan regresi sebagai
berikut: Y= 3,597 + 0,465 X1 + 0,220 X2 + 0,017 X3 + 0,422 X4 + 0,074 X5 +
0,006 X6 + 0,558 X7. Variabel Produk (X1) memiliki pengaruh terhadap keputusan
memilih sekolah (Y) sebesar 0,465, variabel harga (X2) sebesar 0,220, variabel
tempat (X3) sebesar 0,017, variabel promosi (X4) sebesar 0,422, variabel orang
(X5) sebesar 0,074, variabel sarana dan prasarana (X6) sebesar 0,006, dan variabel
proses (X7) sebesar 0,558.
Melalui hasil uji F diperoleh nilai probabilitas sebesar (0,000). Nilai ini
lebih kecil dibandingkan 0,05, sehingga dapat disimpulkan bahwa H0 ditolak dan
Ha diterima. Hal ini berarti terdapat pengaruh secara simultan antara variabel
produk, harga, tempat, promosi, orang, sarana dan prasarana, serta proses sebagai
dimensi utama citra sekolah terhadap keputusan memilih sekolah pada siswa
SMK Kristen 1 Surakarta. Terdapat pengaruh secara parsial antara variabel
produk, promosi, dan proses terhadap keputusan memilih sekolah pada siswa
SMK Kristen 1 Surakarta. Hasil ini dapat diketahui melalui uji t variabel produk
diperoleh nilai probabilitas sebesar (0,001), uji t variabel promosi diperoleh nilai
probabilitas sebesar (0,022), uji t variabel proses diperoleh nilai probabilitas
sebesar (0,011). Nilai tersebut lebih kecil dibandingkan 0,05, sehingga dapat
disimpulkan bahwa H0 ditolak dan Ha diterima. Hal ini berarti terdapat pengaruh
secara parsial antara variabel produk, promosi, dan proses terhadap keputusan
memilih sekolah pada siswa SMK Kristen 1 Surakarta.
Kata Kunci: Citra Sekolah, Produk, Harga, Tempat, Promosi, Orang, Sarana dan
Prasarana, Proses, Keputusan Memilih Sekolah.
ABSTRACT
The purposes of research was to find out: (1) whether or not there was an
effect of product, price, place, promotion, people, physical evidence, process as
main dimension of school image as simultaneously on the decision to choose the
school at students of SMK Kristen 1 Surakarta (2) whether or not there was an
effect of product, price, place, promotion, people, physical evidence, process as
main dimension of school image as partially on the decision to choose the school
at students of SMK Kristen 1 Surakarta. This research is quantitative research
using descriptive methods and multiple regression analysis. The population in
this research is class X, XI and XII SMK Kristen 1 Surakarta amount to 449
students. The samples amount are 113 samples, respondent determination is by
using nonprobability sampling that is proportionate stratified random sampling.
The data validity was obtained from the result of tryout conducted with 30
respondents.
From the analysis results, regression equation is obtained, that is: Y=
3,597 + 0,465 X1 + 0,220 X2 + 0,017 X3 + 0,422 X4 + 0,074 X5 + 0,006 X6 + 0,558
X7. Product variable (X1) has the most effect to the purchase decision (Y) of
0,465, price variable (X2) of 0,220, place variable (X3) of 0,017, promotional
variable (X4) of 0,422, people variable (X5) of 0,074, physical evidence variable
(X6) of 0,006, and process variable (X7) of 0,558.
Seen from the result of F-test obtaining probability value of (0,000). This
value was lower than 0,05; therefore it could be concluded that H0 was not
supported and Ha was supported. It mean that there was a simultaneous effect of
product, price, place, promotion, people, physical evidence, process as main
dimension of school image on the decision to choose the school at students of
SMK Kristen 1 Surakarta. There was a partial effect of product, promotion,
process on the decision to choose the school at students of SMK Kristen 1
Surakarta. It could be seen from the result of t-test on product variables obtaining
probability values of (0,001) respectively, t-test on promotion variables obtaining
probability values of (0,022) respectively, t-test on process variables obtaining
probability values of (0,011) respectively. Those values were lower than 0,05;
therefore it could be concluded that H0 was not supported and Ha was supported.
It meant that there was a partial effect of product, promotion, process variables on
the decision to choose the school at students of SMK Kristen 1 Surakarta.
Keywords: School Image, Product, Price, Place, Promotion, People, Physical
Evidence, Process, Decision to Choose the School.