Improving the Image of TK Muslimat NU 1 Tumpang through Service Quality Measurement and Parent Satisfaction

Education has a very important role in human life which must continue to adapt to changes in the era of globalization and technology. To get a quality education parents need to choose a good school, which not only has a reputation and high academic achievement but also an excellent curriculum, effective learning methods, adequate facilities, and good extracurricular activities. Private schools must continue to innovate in order to compete, with parental satisfaction being an important factor influenced by school image, service quality, and interaction between students and schools. This study aims to determine how service quality and parent satisfaction to improve the image of Muslimat NU 1 Tumpang Kindergarten which experienced a decrease in the number of new students in the 2023-2024 academic year. This study uses quantitative methods with a questionnaire and applies an ordinal scale to measure the dimensions of human resource services, curriculum, and infrastructure facilities. Data were analyzed using descriptive analysis which includes descriptive statistics such as average, variance, and frequency. The results of this study showed that out of 84 respondents, the majority of parents were satisfied and even very satisfied with the services provided. on the human resources variable, 52% of respondents were satisfied. On the curriculum variable, 50% were very satisfied, and on the facilities and infrastructure variable, 63% were very satisfied. Further analysis shows that high service quality in schools has a positive effect on parental satisfaction, which in turn improves the school’s image. An improved school image can attract more students and reduce student transfer to other schools. Therefore, Muslimat NU 1 Tumpang Kindergarten must continue to improve service quality through continuous improvement to maintain and improve the school’s image.