PENGARUH BRAND IMAGE WORLD SCHOOLS DAN PENDEKATAN PENDIDIKAN HOLISTIK TERHADAP KEPUTUSAN PEMILIHAN SEKOLAH PADA SISWA KELAS X DAN XI SMA ISLAM AL AZHAR 9 YOGYAKARTA TAHUN PELAJARAN 2024/2025

Isnan Arifin, NIM.: 20104090019 (2025) PENGARUH BRAND IMAGE WORLD SCHOOLS DAN PENDEKATAN PENDIDIKAN HOLISTIK TERHADAP KEPUTUSAN PEMILIHAN SEKOLAH PADA SISWA KELAS X DAN XI SMA ISLAM AL AZHAR 9 YOGYAKARTA TAHUN PELAJARAN 2024/2025. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The competition among modern Islamic educational institutions requires schools not only to rely on academic quality but also to build a strong image in the eyes of society. The growing public preference for schools with international characteristics indicates that branding strategies and the educational approaches applied are crucial factors in attracting prospective students. In this context, this study examines the role of the World Schools brand image and holistic education approach as determinants in students’ decision-making processes when choosing a school. This research aims to analyze the influence of the World Schools brand image and holistic education approach on school selection decisions among grade X and XI students of SMA Islam Al Azhar 9 Yogyakarta in the academic year 2024/2025. This research employs a quantitative associative design. The population consists of all grade X and XI students of SMA Islam Al Azhar 9 Yogyakarta, totaling 215 students, while the sample includes 142 respondents selected through a stratified random sampling technique. Data were collected using a Likert-scale questionnaire and analyzed using descriptive and inferential statistics, including bivariate correlation, partial correlation, and multiple linear regression tests. The results indicate a strong and significant relationship between the World Schools brand image and school selection decisions (r = 0.689). However, after being controlled by the holistic education variable, the correlation value decreased to r = 0.326, indicating that the holistic education approach mediates this relationship. Multiple linear regression analysis produced the equation Y = −4.369 + 0.129X₁ + 0.394X₂ with a coefficient of determination (R²) of 0.674. This means that the two independent variables explain 67.4% of the variation in school selection decisions, while the remaining 32.6% is influenced by other factors outside the study. The holistic education approach has a more dominant influence (β = 0.394) compared to the World Schools brand image (β = 0.129). These findings emphasize that the increased attractiveness and competitiveness of modern Islamic educational institutions largely depend on the synergy between strong branding strategies and the effective implementation of holistic education approach.

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