The Effect of Early Childhood Education Service Quality on Parent Loyalty with Parent Satisfaction as a Mediator Variable at X Early Childhood Education Services Foundation at Semarang City

This study aimed to determine the effect of early childhood education service quality on parental loyalty with parental satisfaction as a mediator variable. This was quantitative research. The population in this study were all parents who sent their children to X early childhood education services at Foundation, Semarang City. The sampling technique in this study was purposive sampling. The research sample was selected based on the criteria, namely parents who have sent their children to early childhood education institution X and parents who have passed one school year at the institution. The sample in this study totalled 50 people. The data analysis technique in this study used the Jamovi application. The results showed that the quality of early childhood education services affected parental satisfaction; parental satisfaction affected parental loyalty; the quality of early childhood education services affected parental loyalty; and the quality of early childhood education services affected parental loyalty with parental satisfaction as a mediator variable. Keywords: Early Childhood Education Service Quality, Parent Satisfaction, Parent Loyalty