<![CDATA[This study aims to analyze the effect of Total Quality Management-based educational service quality on parental satisfaction and parental loyalty at SMK Sasmita Jaya 2. This research employed a quantitative approach with an explanatory survey design. The population consisted of 780 parents, and the sample was determined using the Slovin formula with a 5% error level, resulting in 265 respondents. Data were collected using a Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. The results indicate that educational service quality has a positive and significant effect on parental satisfaction with a path coefficient of 0.782 and a t-statistic of 14.231. Educational service quality also directly affects parental loyalty with a coefficient of 0.341 and a t-statistic of 4.562. Furthermore, parental satisfaction significantly influences parental loyalty with a coefficient of 0.523 and a t-statistic of 7.812. The findings also reveal that parental satisfaction mediates the relationship between educational service quality and parental loyalty with a coefficient of 0.409 and a t-statistic of 6.174. The R-square values indicate that educational service quality explains 61.2% of parental satisfaction and 68.7% of parental loyalty. These findings suggest that improving Total Quality Management-based educational services is an important strategy to enhance parental satisfaction and loyalty.]]>
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