Role Of Competitive Advantage In Mediating The Determinants Of Private High School Students' Satisfaction

Abstract

This study aims to determine and analyze the influence of: (1) service quality on competitive advantage; (2) educational costs on competitive advantage; (3) convenience on competitive advantage; (4) service quality on satisfaction; (5) educational costs on satisfaction; (6) convenience on satisfaction; (7) competitive advantage on satisfaction; (8) the indirect effect of service quality on satisfaction through competitive advantage; (9) the indirect effect of educational costs on satisfaction through competitive advantage; (10) the indirect effect of convenience on satisfaction through competitive advantage of private high schools in the Kudus district. This research method utilizes a quantitative approach, with the population being all high school teachers in the Kudus district. The sample consists of 130 teachers. Data analysis was conducted using smartPLS software. The results of the study are as follows: (1) there is a significant influence of service quality on competitive advantage (0.015 < 0.05) with 15.4%; (2) there is no significant influence of educational costs on competitive advantage (0.497 > 0.05); (3) there is a significant influence of convenience on competitive advantage (0.000 < 0.05) at 82.2%; (4) there is a significant influence of service quality on student satisfaction (0.000 < 0.05) with an effect of -41%; (5) there is a significant influence of educational costs on student satisfaction (0.000 < 0.05) with an effect of 54.2%; (6) there is no significant influence of convenience on satisfaction (0.798 > 0.05); (7) there is a significant influence of competitive advantage on satisfaction (0.000 < 0.05) at 81%; (8) service quality indirectly affects student satisfaction through competitive advantage in private high schools in the Kendal district at 0.154 or 15.4%; (9) educational costs do not indirectly affect student satisfaction through competitive advantage in private high schools in the Kendal district; (10) Convenience does not indirectly affect teacher satisfaction through service quality in private junior high schools in the Kendal district. In conclusion, this study suggests that (1) service quality and convenience significantly influence increasing student or school competitiveness; (2) service quality, educational costs, and competitive advantage significantly affect student satisfaction; (3) competitive advantage serves as a relevant mediator in enhancing service quality towards student satisfaction. This study recommends that private high schools in the Kendal district improve satisfaction determinants to enhance customer satisfaction. Further research is recommended to involve the influence of other indicators of student satisfaction variables.