PENGARUH KEPERCAYAAN, KOMITMEN, DAN KOMUNIKASI TERHADAP LOYALITAS WALI MURID MELALUI KEPUASAN PELANGGAN DI PAUD DAN TK BUAH HATI SIDOARJO

Abstract

There is a phenomena in the society, in which there are so many new schools. This new school does not close possibility the appearance of competition among schools. School must be able to give better service from other school in order to be able to give satisfaction to parents which later will improve parents loyalty to their children’s school. The purpose of this research is examining the influence of trust, commitment, and communication on parents loyalty through customer satisfaction. The use of those variables will also give inputs to PAUD and TK ‘Buah Hati Sidoarjo’ in improving service to parents, which later will be able to increase the number of students who registered in that school. Sample of this research is parents of PAUD and TK Buah Hati Sidoarjo, which total is 44 persons. PLS (Partial Least Square) will be used to analyze data in this research. The result of the analysis shows that there is only commitment that influence customer satisfaction, meanwhile trust and communication do not have significant influence on customer satisfaction. And customer satisfaction influences parents loyalty. Empirical finding indicates that in order to create customer satisfaction at PAUD and TK Buah Hati Sidoarjo, there must be several efforts which include improving communication with parents which will create parents trust to the school. Therefore, the bigger customer satisfaction, automatically loyalty of parents will also improved.