PENINGKATAN CITRA ORGANISASI MELAUI KUALITAS LAYANAN DAN EFEKTIVITAS HUMAS DI SMP SWASTA SE-KECAMATAN SUKAMAKMUR KABUPATEN BOGOR

Abstract

IMPROVING THE ORGANIZATION IMAGE THROUGH THE SERVICE QUALITY AND COMMUNITY RELATIONSHIP EFFECTIVENESS ON PRIVATE JUNIOR HIGH SCHOOLS AT SUKAMAKMUR, KABUPATEN BOGOR

The educational institution has changed into profit industrial institutions as the impact of era change. The proliferation of educational institutions has created competition for education service providers, both private and public schools. This competition is absolute and is getting tighter, especially for private educational institutions. To win the competition, school should build a positive image on all stakeholders.  On the contrary, at Sukamakmur District, it is found that the school image is still relatively low. This research aimed to improve school organizational image by analyzing its relationship between service quality and public relations effectiveness. The research was taken in private junior high schools in Sukamakmur District Bogor Regency. The study population was 385 students of grade 9 of 2019-2020 Academic Year. The sample taken was 196 students by using proportional random sampling. The data was collected by using a questionnaire with a scale (Rating Scale). The analysis technique used a survey method and a correlational approach. The results showed that there was a relationship between service quality and organizational image (ry1 = 0.785). There was a relationship between public relations effectiveness and organizational image (ry2 = 0.401), There was a relationship between service quality and public relations effectiveness on organizational image (ry12 = 0.794). It can be concluded that the organization image could be improved by service quality and public relations effectiveness partially or collectively