Analisi Minat Memilih SMK Ahmad Yani Malang dengan Citra Sekolah sebagai Variabel Moderasi

Arofatilla, Aimatul (2026) Analisi Minat Memilih SMK Ahmad Yani Malang dengan Citra Sekolah sebagai Variabel Moderasi. Masters thesis, UPN Veteran Jawa Timur.

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Abstract

This study is motivated by the low level of parental interest in enrolling their children at SMK Ahmad Yani Malang, despite both SMK Ahmad Yani Malang and MTs Ahmad Yani Malang being under the same foundation. This study aims to analyze the effects of Parental Perception, Socioeconomic Status, and Decision Making Orientation on Interest in Choosing a School, as well as to examine the moderating role of School Image in these relationships. This study employed a quantitative approach with an explanatory research design. The sample consisted of 158 parents or guardians of Grade IX students at MTs Ahmad Yani Malang, selected using proportionate stratified random sampling. Data were collected through an online questionnaire using a Likert scale and analyzed using Partial Least Squares Structural Equation Modeling (PLS SEM) with the assistance of SmartPLS. The results indicate that Parental Perception and Decision-Making Orientation influence Interest in Choosing a School, with Decision-Making Orientation being the more influential factor. Socioeconomic Status does not significantly influence Interest in Choosing a School, while School Image does not significantly moderate the relationships between the three independent variables and Interest in Choosing a School. Therefore, the school is advised to prioritize service quality as perceived directly by parents and provide comprehensive, easily accessible information to support a more effective educational marketing strategy. Keywords: Parental Perception, Socioeconomic Status, Decision-Making Orientation, School Image, Interest in Choosing a School.

Item Type:

Thesis (Masters)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Yuniningsih, Yuniningsih	NIDN0720067001	yuniningsih@upnjatim.ac.id
Thesis advisor	Pertiwi, Tri Kartika	NIDN0020046307	tri.pertiwi.mnj@upnjatim.ac.id

Subjects:

H Social Sciences > HF Commerce

Divisions:

Faculty of Economic and Business > Magister Management

Depositing User:

Aimatul Arofatilla Khosiin

Date Deposited:

28 Oct 2026 07:14

Last Modified:

28 Oct 2026 07:14

URI:

https://repository.upnjatim.ac.id/id/eprint/61192