CRITICAL ANALYSIS OF PARENT-BASED SCHOOL REPUTATION TO INCREASE THE STUDENT NUMBER IN A PRIVATE INTERNATIONAL SCHOOL IN BANDUNG, INDONESIA

• Main Author: Ramdhana, Panji
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/47520
• Institution: Institut Teknologi Bandung

Abstract- School X, a private international school, is currently facing a declining student number for three consecutive years. The initial investigation detected that the parents and students expressed favourable degree of satisfaction towards the school’s services. The parent based school reputation model was chosen because the parents are generally satisfied with the school services but projected low loyalty behaviour. The survey questionnaire consists of 23 questions using five-point Likert scales to quantify the internal parents’ responses. The analysis found that the good teacher and learning outcome dimensions were rated low. The study employs Porter’s five forces analysis which recognises high pressures from the buyer power and the threat of substitutes. Kepner-Tregoe decision making analysis was employed and put the school’s improvement focus to good teacher dimension. The study then utilized SWOT and TOWS analysis producing seven proposed solutions for the school. The proposed solutions are setting a standardized teachers career development programme, set hiring priorities for experienced teachers with advanced degree, teacher mentorship programme, promote supportive environment and collegiality among teachers, teacher commitment to work programme, perform high expectations teaching assessment scheme and improving collaborative planning and decision making process.