PENGARUH LOKASI PELAYANAN TERHADAP KEUNGGULAN BERSAING DI SEKITAR MADRASAH TSANAWIYAH USWATUN HASANAH

Abstract

This study aims to analyze the effect of service location on the competitive advantage of Madrasah Tsanawiyah Uswatun Hasanah in West Bandung Regency. Service location is understood as ease of access, proximity to the community, and the affordability of educational services, while competitive advantage is defined as the madrasah’s ability to maintain public trust and interest amid competition among similar educational institutions. This research employs a quantitative approach using a survey method involving parents of students and members of the surrounding community. Data were collected through questionnaires and analyzed using descriptive and inferential statistical techniques. The results indicate that service location has a positive and significant effect on the competitive advantage of Madrasah Tsanawiyah Uswatun Hasanah. Ease of access, geographical proximity, and the integration of the madrasah with the social environment have been proven to enhance positive public perceptions, strengthen trust, and encourage user loyalty to educational services. These findings emphasize that service location is not merely a physical aspect but a strategic factor that directly contributes to the competitiveness of Islamic educational institutions. This study recommends that madrasah administrators optimize the potential of service location by improving service quality and strengthening relationships with the community in order to build sustainable competitive advantage.