IX

PREFACE

By the grace and blessing of the Almighty God, the writer has completed

the final paper entitled: “THE INFLUENCE OF SERVICE QUALITY TO

IMPROVE CUSTOMER SATISFACTION AT SEKOLAH ALAM

SEMANGAT BANGSA IN MEDAN”.

This final paper is written as a partial fulfillment of the academic

requirements to obtain the degree of Sarjana Manajemen, Faculty of Economics

and Business, Universitas Pelita Harapan Medan Campus.

The writer would like to express his/her sincere gratitude to the following

people for their valuable contributions in assisting and supporting the writer from

the beginning until the completion of this final paper:

1. Dr. (Hon). Jonathan L. Parapak, M. Eng. Sc., as the Rector of Universitas

Pelita Harapan

2. Mr. Arifin, SE, MM, MBA, CBV, CMA, CSMA as the Associate Dean of

Faculty of Economics and Business UPH Medan Campus

3. Dr. Alfonsius, S.E., M.Si., as the Department Chair of Management Study

Program UPH Medan Campus

4. Sir. Billy Santris, S.S., M.M., as the Final Paper Advisor who has guided

and given valuable instructions and guidance for the completion of this final

paper

5. All UPH Medan Campus lecturers who have transferred knowledge from

the first till the last semester during the entire study period at UPH Medan

Campus

X

6. All UPH Medan Campus administrative staff who have assisted in the

writing of this final paper

7. The President/Director/Manager/Supervisor of Sekolah Alam Semangat

Bangsa in Medan and their team for the opportunity to do the research and

provision of valuable information and data needed

8. My beloved parents Mr. Iskandar, Mrs. Nora Kartika Sari, Mr. Bayu, Mrs.

Faradiba, Dr. Amirul Syah, and Dr. Safrida.

9. My beloved family Ms. Syifa Syauqina, Mr. M. Abrar, Mr. M. Syaukath,

and Mr. M. Haviz. My beloved friends Ms. Atika Miranda Putri, Ms. Afifa

Putri, Ms. Sekar Cahyaning, Ms. Amalia Fermanita, Ms. Raisa Amanda,

Mr. Alwi Ali, Mr. M. Thoriq Fauzan, and Mr. Kevin Heiqal.

10. Everyone who has provided suggestions, critics, encouragement, and

motivation in order to finish this final paper

Finally, the writer acknowledges that there may still be inaccuracies and

errors in this final paper. Therefore, constructive comments as well as inputs from

the readers aimed at the improvement of this final paper content are welcomed and

highly appreciated.

Medan, 2021

The Writer,

Rachel Noriska

XI

Table of Contents

COVER PAGE ........................................................................................................ 1

TITLE PAGE .......................................................................................................... II

DECLARATION OF AUTHENTICITY OF FINAL PAPER AND UPLOAD

AGREEMENT ....................................................................................................... III

APPROVAL PAGE BY FINAL PAPER ADVISOR ............................................. V

APPROVAL PAGE BY FINAL PAPER DEFENSE COMMITTEE ................... VI

ABSTRACT .......................................................................................................... VII

ABSTRACT ......................................................................................................... VIII

PREFACE .............................................................................................................. IX

LIST OF FIGURES ............................................................................................. XIV

LIST OF TABLES ................................................................................................ XV

LIST OF APPENDIX ......................................................................................... XVII

CHAPTER 1 .................................................................................................. 1

INTRODUCTION ......................................................................................... 1

1.1 Background of Study ............................................................................................... 1

1.2 Problem Limitation ................................................................................................. 5

1.3 Problem Formulation .............................................................................................. 6

1.4 Objective of Research .............................................................................................. 6

1.5 Benefit of Research .................................................................................................. 7

1.5.1 Theoretical Research .................................................................................................... 7

1.5.2 Practical Research ........................................................................................................ 7

CHAPTER 2 .................................................................................................. 9

LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT .............. 9

2.1 Theoretical Background .......................................................................................... 9

2.1.1 Entrepreneurship ............................................................................................................ 9

2.1.2 Family Business ........................................................................................................... 10

2.1.3 Marketing ..................................................................................................................... 11

XII

2.1.4 Service Quality ............................................................................................................. 16

2.1.5 Customer Satisfaction................................................................................................... 25

2.1.6 The Influence of Service Quality to Increase Customer Satisfaction .......................... 29

2.2 Previous Research ................................................................................................. 31

2.3 Hypothesis Development ........................................................................................ 35

2.4 Research Model ..................................................................................................... 36

2.1 Framework of Thinking ......................................................................................... 37

CHAPTER 3 .................................................................................................38

RESEARCH METHODOLOGY ..................................................................38

3.1 Research Design .................................................................................................... 38

3.2 Population and Sample .......................................................................................... 40

3.2.1 Population ..................................................................................................................... 40

3.2.2 Sample .......................................................................................................................... 40

3.3 Data Collection Method ......................................................................................... 42

3.3.1 Primary Data................................................................................................................. 42

3.3.2 Secondary Data............................................................................................................. 44

3.3.3 Pre-Test ........................................................................................................................ 44

3.4 Operational Variable Definition and Variable Measurement ................................. 45

3.5 Data Analysis Method ............................................................................................ 50

3.5.1 Descriptive Statistics .................................................................................................... 50

3.5.2 Instrumental Test .......................................................................................................... 53

3.5.3 Classical Assumption Test ........................................................................................... 55

3.5.4 Simple Linear Regression Test..................................................................................... 58

3.5.5 Coefficient of Determination Test ................................................................................ 59

3.5.6 Hypothesis Test ............................................................................................................ 59

CHAPTER 4 .................................................................................................61

RESEARCH RESULT AND DISCUSSION .................................................61

4.1 General View of Research Object .......................................................................... 61

4.1.1 General Information of Sekolah Alam Semangat Bangsa, Medan. ............................. 61

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4.1.2 Vision of Sekolah Alam Semangat Bangsa, Medan..................................................... 63

4.1.3 Mission of Sekolah Alam Semangat Bangsa, Medan. ................................................. 64

4.1.4 Philosophy of Sekolah Alam Semangat Bangsa, Medan. ............................................ 64

4.1.5 Organizational Structure of Sekolah Alam Semangat Bangsa, Medan. ....................... 65

4.2 Data Analysis ......................................................................................................... 66

4.2.1 Test of Research Instrument ......................................................................................... 66

4.2.2 Descriptive Statistics .................................................................................................... 70

4.2.3 Result of Data Quality Testing ..................................................................................... 88

4.2.4 Result of Hypothesis Testing ....................................................................................... 94

4.3 Discussion .............................................................................................................. 96

CHAPTER 5 ............................................................................................... 100

CONCLUSION ........................................................................................... 100

5.1 Conclusion ........................................................................................................... 100

5.2 Recommendation ................................................................................................. 101

APPENDIX................................................................................................. 116

XIV

List of Figures

Figure 2. 1 Simple Model of Marketing Process .................................................. 12

Figure 2. 2 Characteristics of Services .................................................................. 18

Figure 2. 3 The Service Gap Model ...................................................................... 21

Figure 2. 4 Research Model .................................................................................. 36

Figure 2. 5 Framework of Thinking ...................................................................... 37

Figure 4. 1 Sekolah Alam Semangat Bangsa Structure ........................................ 66

Figure 4. 2 Histogram of Normality Test .............................................................. 88

Figure 4. 3 Figure of Normal P-Plot Test ............................................................. 89

Figure 4. 4 Scatterplot Heteroscedasticity Test..................................................... 92

Figure 4. 5 Linear Regression Graphic ................................................................. 94

XV

List of Tables

Table 1. 1 Total Students ........................................................................................ 3

Table 2. 1 Previous Research ................................................................................ 31

Table 3. 1 Likert Scale .......................................................................................... 47

Table 3. 2 Operational Values of Dependent Variable / X ................................... 49

Table 3. 3 Operational Values of Independent Variable / Y ................................. 50

Table 3. 4 Cronbach Alpha ................................................................................... 55

Table 4. 1 Validity Test of Questions for Service Quality (X) ............................. 67

Table 4. 2 Validity Test of Questions for Customer Satisfaction (Y)................... 67

Table 4. 3 Reliability Statistics Variable X (Service Quality) .............................. 69

Table 4. 4 Reliability Statistics Variable Y (Customer Satisfaction) ................... 69

Table 4. 5 Characteristics of Respondent by Gender ............................................ 70

Table 4. 6 Characteristics of Respondent by Age ................................................. 71

Table 4. 7 Characteristics of Respondent by Job .................................................. 71

Table 4. 8 Variable X - Q1 .................................................................................... 73

Table 4. 9 Variable X - Q2 .................................................................................... 73

Table 4. 10 Variable X - Q3 .................................................................................. 74

Table 4. 11 Variable X - Q4 .................................................................................. 75

Table 4. 12 Variable X - Q5 .................................................................................. 75

Table 4. 13 Variable X – Q6 ................................................................................. 76

Table 4. 14 Variable X - Q7 .................................................................................. 77

Table 4. 15 Variable X - Q8 .................................................................................. 78

XVI

Table 4. 16 Variable X - Q9 .................................................................................. 78

Table 4. 17 Variable X - Q10 ................................................................................ 79

Table 4. 18 Variable X - Q11 ................................................................................ 80

Table 4. 19 Variable X - Q12 ................................................................................ 80

Table 4. 20 Variable Y - Q1 .................................................................................. 81

Table 4. 21 Variable Y - Q2 .................................................................................. 82

Table 4. 22 Variable Y - Q3 .................................................................................. 83

Table 4. 23 Variable Y - Q4 .................................................................................. 83

Table 4. 24 Variable Y - Q5 .................................................................................. 84

Table 4. 25 Variable Y - Q6 .................................................................................. 85

Table 4. 26 Variable Y - Q7 .................................................................................. 86

Table 4. 27 Variable Y - Q8 .................................................................................. 86

Table 4. 28 Descriptive Statistics .......................................................................... 87

Table 4.29 One-Sample Kolmogorov-Smirnov Test ............................................ 89

Table 4. 30 ANOVA Table ................................................................................... 90

Table 4.31 Result of Glejser Test .......................................................................... 92

Table 4. 32 Result of Simple Linear Regression................................................... 93

Table 4. 33 Result of Determination Test ............................................................. 95

Table 4. 34 Result of Hypothesis Test .................................................................. 96

XVII

List of Appendix

Appendix A: Kuesioner ..................................................................................... 116

Appendix B: Questionnaire ................................................................................ 119

Appendix C: Respondent Answers (Pre-Test) ................................................... 122

Appendix D: Respondent Answers .................................................................... 124

Appendix E: Validity and Reliability Test ......................................................... 130

Appendix F: SPSS OUTPUT ............................................................................. 135

Appendix G: r-Table .......................................................................................... 137

Appendix H: t-Table .......................................................................................... 139

Appendix I: Research Statement from Sekolah Alam Semangat Bangsa, in

Medan. ................................................................................................................. 142

Appendix J: Photos ............................................................................................ 143