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Profil Tiga Segmen Motivasi Orang Tua dalam Pemilihan Taman Kanak-Kanak (TK) Islam
DOI:
https://doi.org/10.31004/obsesi.v10i4.8507Keywords:
analisis klaster, motivasi memilih sekolah, segmentasi orang tua, taman kanak-kanakAbstract
Motivasi orang tua dalam memilih lembaga Pendidikan Anak Usia Dini (PAUD) bersifat heterogen, namun penelitian yang memetakan perbedaan karakteristik motivasi melalui segmentasi pada PAUD Islam terpadu masih terbatas. Penelitian ini bertujuan mengidentifikasi dan memetakan profil segmen motivasi orang tua dalam memilih TKIT Salsabila Nogosari Boyolali menggunakan analisis K-Means Clustering. Penelitian menggunakan pendekatan kuantitatif dengan desain survei terhadap 35 orang tua yang dipilih secara purposive sampling dari populasi 87 wali murid. Data dikumpulkan melalui kuesioner skala Likert 1–5 yang mencakup 10 indikator motivasi dan dianalisis menggunakan uji Kaiser-Meyer-Olkin, Bartlett, serta K-Means Clustering dengan Jamovi 2.6.44. Hasil penelitian menunjukkan tiga segmen motivasi, yaitu Pencari Kualitas Islami Holistik (42,9%; n = 15) yang memprioritaskan program tahfidz Al-Qur’an dan keteladanan guru, Pragmatis Efisien (34,3%; n = 12) yang mengutamakan biaya dan lokasi, serta Sosial-Komunal (22,8%; n = 8) yang dipengaruhi rekomendasi orang tua dan komunikasi sekolah. Tiga klaster menunjukkan validitas baik dengan Silhouette Score 0,62 dan menjelaskan 71% variasi data. Temuan menunjukkan bahwa motivasi orang tua tidak homogen sehingga diperlukan strategi layanan dan pemasaran yang terdiferensiasi melalui penguatan program keislaman, aksesibilitas, dan komunikasi berbasis komunitas untuk meningkatkan kepuasan dan daya saing lembaga.
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Published
31-08-2026
How to Cite
Arifah, N., Syamsudin, A., & Prayitno, P. (2026). Profil Tiga Segmen Motivasi Orang Tua dalam Pemilihan Taman Kanak-Kanak (TK) Islam. Jurnal Obsesi : Jurnal Pendidikan Anak Usia Dini, 10(4), 3007–3016. https://doi.org/10.31004/obsesi.v10i4.8507
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