Determinan perilaku pendaftaran sekolah orang tua TK di Jakarta: Peran intensi mendaftar sebagai variabel mediasi - Fernando Fernando; Keni Keni (Jurnal Manajemen Bisnis dan Kewirausahaan, 2026)
This study aims to analyze the impact of attitude toward school, subjective norm, and perception school quality on school enrollment, with intention to enroll as a mediating variable among parents of kindergarten students at Kindergarten X in Jakarta. This study using quantitative research method and data were collected through a survey using an online questionnaire with non-probability sampling and a purposive sampling technique. The respondents in this study were 167 parents of kindergarten students at School X in Jakarta. The data analysis technique in this study used the Partial Least Square-Structural Equation Modeling (PLS-SEM) method, processed using SmartPLS v4.1.1.5 software. The results showed that attitude toward school, subjective norm, and perception school quality had a significant and positive effect on intention to enroll. Attitude toward school, perception school quality, and intention to enroll had a significant and positive effect on school enrollment. Subjective norm had no significant effect on school enrollment. Intention to enroll can mediate the influence between attitude toward school and subjective norms on school enrollment, but intention to enroll cannot mediate the influence between perception school quality on school enrollment. Penelitian ini bertujuan untuk menganalisa dampak dari sikap terhadap sekolah, norma subjektif, persepsi kualitas sekolah terhadap pendaftaran sekolah, dengan intensi mendaftar sebagai variabel mediasi pada orang tua jenjang TK di sekolah TK X di Jakarta. Menggunakan metode kuantitatif dan data di kumpulkan melalui survey menggunakan kuesioner online dan non-probability sampling dengan pendekatan tehnik purposive sampling. Responden dari penelitian ini adalah 167 responden yaitu orang tua siswa jenjang TK di sekolah X Jakarta. Teknik Analisas data dalam peneltiain ini menggunakan metode Partial Least Square-Structural Equation Modelling (PLS-SEM) dengan diolah menggunakan software SmartPLS v4.1.1.5. Hasil penelitian menunjukkan bahwa sikap terhadap sekolah, norma subjektif, persepsi kualitas sekolah berpengaruh signifikan dan positif terhadap intensi mendaftar. sikap terhadap sekolah, persepsi kualitas sekolah, intensi mendaftar berpengaruh signifikan dan positif terhadap pendaftaran sekolah. norma subjektif tidak berpengaruh terhadap pendaftaran sekolah. Intensi mendaftar dapat memediasi pengaruh antara sikap terhadap sekolah dan norma subjektif terhadap pendaftaran sekolah, tetapi internsi mendaftar tidak dapat memediasi pengaruh antara persepsi kualitas sekolah terhadap pendaftaran sekolah.