Pengaruh Citra Lembaga, Fasilitas, Lingkungan Sekolah dan Strategi Promosi terhadap Minat Peserta Didik Baru pada SMA Seminari St. Rafael Kupang

LEDE, Maurianus Ans (2025) Pengaruh Citra Lembaga, Fasilitas, Lingkungan Sekolah dan Strategi Promosi terhadap Minat Peserta Didik Baru pada SMA Seminari St. Rafael Kupang. Masters thesis, Universitas Katolik Widya Mandira.

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Abstract

This research is entitled "The Influence of Institutional Image, Facilities, School Environment, and Promotion Strategies on the Interest of New Students at St. Rafael Kupang Seminary High School" is a scientific work by Maurianus Ans Lede under the guidance of Dr. Agapitus H. Kaluge, M.Pd and Dr. Simon Sia Niha, SE, M.Si, focusing on the field of Educational Management. New student interest is a strategic factor in ensuring the sustainability and competitiveness of educational institutions, particularly specialized institutions such as junior seminaries that possess distinctive values, characteristics, and formation systems. In the context of increasingly intense competition among educational institutions, fluctuations in the number of applicants indicate the presence of both internal and external challenges that require systematic and empirical investigation. SMA Seminari St. Rafael Kupang, as a Catholic educational institution for priestly formation, has experienced instability in new student enrollment over recent years, highlighting the need for a comprehensive analysis of the factors influencing prospective students’ interest. This study aims to analyze the effects of institutional image, facilities, school environment, and promotional strategy on new student interest at SMA Seminari St. Rafael Kupang, both partially and simultaneously. The research adopts a quantitative approach using a survey method. The research population consists of all students of SMA Seminari St. Rafael Kupang, totaling 160 students. A sample of 85 respondents was selected using proportional stratified random sampling to ensure representative participation from each grade level. Data were collected through a structured questionnaire employing a Likert scale, which was tested for validity and reliability prior to analysis. The collected data were analyzed using descriptive statistical analysis and multiple linear regression analysis with the assistance of SPSS software. The results of the descriptive analysis indicate that respondents perceptions of institutional image, facilities, school environment, promotional strategy, and new student interest fall within the good to very good categories. Partial hypothesis testing reveals that institutional image, facilities, school environment, and promotional strategy each have a positive and significant effect on new student interest. Furthermore, simultaneous testing confirms that all four independent variables collectively exert a significant influence on new student interest. These findings emphasize the importance of strengthening institutional image, providing adequate and well-maintained facilities, fostering a supportive and conducive school environment, and implementing effective and sustainable promotional strategies to enhance prospective students’ interest. This study is expected to contribute theoretically to the development of educational management and strategic marketing in educational institutions. Practically, the results may serve as a reference for school management in formulating strategic policies aimed at increasing student enrollment and ensuring the long-term sustainability.

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