QUALITY MANAGEMENT OF ISLAMIC EDUCATIONAL INSTITUTIONS SERVICE (STUDY OF CUSTOMER SATISFACTION ANALYSIS IN MADRASAH IBTIDAIYAH AL-HUSNA CILEDUG

Article Info ABSTRACT Article history Received: October 30, 2020 Revised: November 23, 2020 Accepted: December 22, 2020 Management is a staple component that cannot separate from Islamic educational institutions. Without management, the purpose of the institution cannot realize optimally, effectively, and efficiently. Problems in educational institutions usually dealing with the service to the customers of Islamic education. This research is qualitative research aimed to know about planning, organizing, implementing, and evaluating the quality management of Islamic education services. This research method uses a quantitative approach, in the process of data collection is carried out in four types of data collection techniques, namely observation, interview, documentation, and survey. The results of the calculation of customer satisfaction of Islamic education in order to get a satisfaction index of 71% of the services provided by Madrasah Ibtidaiyah Al-Husna Ciledug, so that it must make improvements in the quality of service. This is because in the calculation of the overall Servqual gap value still shows a negative value of -0.71 to the service provided by Madrasah Ibtidaiyah Al-Husna Ciledug. Improvement of service quality carried out on attributes that have the highest gap. The purpose of improving the quality of service is to give parents satisfaction as customers of Islamic education can be accommodated.


INTRODUCTION
In family life, organizing, community, and nationalization, management is the first effort to achieve a common goal. Education is an essential part of human life and should receive significant attention in management. For a nation or country, an adequate level of education is no exception to Islam's development. In Islam, education must be managed and implemented to the fullest. The implementation of Islamic education is a means to improve the quality of human life in moral, material and spiritual situations left behind.
In education, quality can see as a useful tool in fighting for educational institutions' existence. Quality can help in winning the competition of educational institutions that are increasingly mushrooming. However, with the same quality, it is no longer the main guarantee e-ISSN: 2716-2338 IJEMI Vol.2, No.1, January 2021, pp. 55~67 in competing. To win the competition, educational institutions must look at the dimensions of quality of educational services slickly. Service quality satisfaction and satisfied consumers of education become very important for educational institutions. Similarly, educational institutions need to pay attention to some things that need to address, such as strengthening the quality of services and their impact on educational customers' satisfaction and their behaviour after using educational services provided by educational institutions. Idrus (2012), one of the problems in education is the low quality of education. The research results mentioned that uneven education services cause the low quality of education (Idrus, 2012). Many factors determine the low quality of education, one of which is providing educational services that are still far from expected. On the one hand, the provision of educational services is not the most appropriate method, on the other hand, the development of science and technology and the social needs of people who become educational customers are also increasing. Usually, with the support of various unique products, physical services are provided in administrative services and training services. The main product of this problem is usually a particular service.
In general, total service quality defines a service as a job done by someone on others' behalf. In their research, Pramana and Rastini (2016) explained that the quality of service positively impacts increasing customer confidence. At the same time, Prasetya and Muhammad (2015), in their research, showed that quality and sustainable service quality could improve consumer enjoyment and ultimately bring benefits. However, it is not easy to understand how to assess the quality that consumers receive due to the quality of service produced in the factory production process, which delivered to the consumer and the quality of the materials. Most of the service delivery process allocated through communication between customers, and there is personal communication with the service provider.
The essence of high-quality service is to strive to provide the best customer service by the interests of customers or users, to provide the most satisfaction. If we can demonstrate excellent and coordinated skills, attitudes, appearances, attention, actions and responsibilities, we can strive to provide the best service. In the era of globalization, quality is considered one of the tools to gain a competitive advantage. Because quality is one of the main factors that determine consumer products and services, according to Crosby (1979), quality is considered a requirement of meeting or conformance to requirements. These requirements are the requirements of consumers, not companies.
The emergence of Madrasah (Islamic education) considered a vital sign of the positive development of Muslim cultural achievement because education is so sustainable with Islamic phenomena that reflect the perfection of science, intellectuals, and cultural literacy.
Therefore, pride in Madrasah arises because madrasah institution has the characteristic "trademark" in the eyes of the community. However, until now, the existence of madrassas in Indonesia is very different from Islam's resounding achievements in the past. Madrasah's main problem is usually the subject of intergroup discussion, especially in terms of quality, especially in private Madrasah. On the other hand, as mentioned above, the existence of the three ministers' policies of the joint decree (SKB), the SKB caused controversy about alternative dilemmas. First, the quality of religious education must be maintained, second, required to be able to conduct a quality and quality education similar to that of a public school.
According to data and information obtained by researchers, Madrasah Ibtidaiyah Al-Husna Ciledug Tangerang city has always been committed to maximizing educational services by improving services from economy to business class. Madrasah Ibtidaiyah Al-Husna Ciledug Business Class Tangerang city refers to the business concept and expands the service from half-day learning activities to full-time, full AC classes, as well as using information technology in each class, catering healthy food as well as matching students' interest in extracurricular activities. In teaching and learning activities several supporting activities depend on the talents and interests of Madrasah Ibtidaiyyah Al-Husna Ciledug Tangerang City, such as simple research, science surgery, tourism, mass media subscriptions, days, English day, Arabic day and various extracurricular activities.
This research conducted to find out how educational services' performance can meet the interests, desires and needs of students. It needs to be doing to get correct and valid information about the inequality of education services as demonstrated by Madrasah ibtidaiyah Al-Husna Ciledug in Tangerang. The information can use as input for pesantren managers to improve quality based on the understanding of direct users of madrasah education services, thus making madrasah Ibtidaiyyah Al-Husna Ciledug Tangerang city as an educational institution that can consider because it can be said to be very good and to meet the demand from internal customers and external customers.

LITERATURE REVIEW
Management is the organization's primary power to implement and manage human and material resources. In any organization, management is a critical factor in achieving goals and achieving success. Stoner (2005) points out that management is a method of planning, organizing, and using institutional resources to achieve Kritiner (1989) states that management is an activity that passes others to achieve goals in a changing environment. Koontz and Weihrich (2008)  which uses qualitative and quantitative methods to improve all company processes. The goal is to meet customers' needs, desires, or expectations and can even exceed customer expectations. Stamatis (1996) stated that an integrated strategy recommendation and management system for developing a total quality service draft, which includes all management elements and employees who use qualitative and quantitative methods to improve the service process to meet the needs and expectations of consumers. This difference in perception or impression and expectation or expectation is what underlies the concept of gap (perception-expectation gap) which used as the principle of service quality comparison (SERVQUAL), namely the quality of service measured in five forms, namely: 1) Tangible, 2) Reliability, 3) Responsiveness, 4) Assurance, and 5) Empathy.

This research conducted at Madrasah Ibtidaiyah Al-Husna located in Ciledug
Tangerang City, which became the object in this study is the guardian of students who use Islamic education services. This research is a quantitative method. According to Sugiyono After the data obtained, the next step is to quantitative analysis carried out with descriptive techniques by processing one variable's data. This study's population are all parents who become customers of Islamic education in Madrasah Ibtidaiyah Al-Husna Ciledug in 2020, which numbered 788 people. In determining the number of Samples taken used the formula, Issac and Michael, through a table with a disability rate of 5% 1 , after calculating the number of samples used as many as 245 parents. The sample selected by accidental sampling method. The data analysis is a descriptive qualitative Service Quality.
Analysis data tool used by using a Likert scale to evaluate the quality of service to be broken in service quality attributes includes actual dimensions, empathy, assurance, responsiveness and reliability. To find out the level of satisfaction of parents as educational customers qualified in the following table 1.

RESULT
To find out the level of performance of Islamic education services in Madrasahas expected or not, researchers conducted a service analysis using Servqual approach as follows:

Reliability Dimension
In the dimension of reliability, Madrasah's ability to provide accurate, precise and reliable services. The results of the calculation of questionnaires on the dimensions of reliability (reliability) filled by the parents of 245 people can see in the table 3.

Responsive Dimension
The responsive dimension is madrasah's ability as a service institution to help parents as   Table 4 shows the result that Madrasah's responsive dimensions get the highest gap results in the 1st attribute that is responsive to the needs of students in the learning process with a gap value of -0.86. The lowest gap is in the 4th attribute, which is to take the time to respond to a student's request with a gap value of -0.43. Overall attributes in the responsive dimension are in the category enough with an average value of 69%.

Assurance Dimension
In the dimension of assurance, is the ability of madrasah as a service institution to help the parents as customers provide fast and appropriate service. This guarantee is in ethics, knowledge, educator's skill, and educational personnel in providing services. The results of the questionnaire calculation on the dimensions of assurance (assurance) filled by the parents of 245 people can see in the following table 5.  Table 5 shows the result that Madrasah's responsive dimensions get the highest gap to result in the 1st attribute namely the competence of teachers and staff in the field of expertise and work with a gap value of -0.79. The lowest gap is in the 2nd attribute, which results from the teacher's learning progress report with a gap value of -0.54. Overall, the responsive dimension attributes are in the category enough, with an average value of 68%.

Empathy Dimension
In the dimension empathy, is the ability of madrasah as a service institution to help the parents as customers provide genuine service. This dimension of care is in the form of a sincere and personal attitude from educators and educational personnel in providing services. The  Based on the above explanation, it can conclude that the entire attribute in each dimension has a negative value; this indicates that the service provided has not met the customer's expectations. The madrasah must improve the quality of service, especially at highvalue gaps from the results mentioned.

DISCUSSION
The quality management of Islamic education service in Madrasah was carrying out using SERVQUAL analysis covering five dimensions: tangibles, responsivity, reliability, assurance and empathy. The results of the analysis of five dimensions are as follows:

Tangibles Dimension
The quality of education services in the dimension of physical evidence (tangibles) is the institution's ability to show its existence to outside parties. Tangibles  comfortable waiting room with service support facilities, such as spacious parking lots, places of worship and clean toilets will increase the positive image for service implementers.

Reliability Dimension
The quality of education services in the dimension of reliability (reliability) is the ability of madrasah ibtidaiyah Al-Husna Ciledug in providing satisfactory and promising services. The service provided should be reliable, responsible, friendly and courteous. The dimension component of reliability (reliability) consisting of seven indicators, obtained an average weight value of 75 with the good category. The results showed that the madrasah's reliability was useful in providing Islamic education services to the parents as customers of Islamic education.
In the dimensions of reliability (reliability) available in Madrasah, the main indicator that must repair immediately is in the 5th attribute: the accuracy of teachers and staff completing administration with a gap value of -0.89. The observations know that educators' performance should always be monitored by conducting regular coaching through academic supervision activities, administrative supervision, and clinical supervision.
The performance of education personnel or staff in conducting staff administration, student, curriculum, finance, and public relations processes has been well underway. The administration process on facilities and infrastructure and the process must be performance level and improved. Services considered reliable when an agreement reached accurately.
This accuracy and precision increase consumer confidence in service providers. In general, the program should realize Madrasah based on the dimensions of reliability is quality learning activities, providing educators and competent educational personnel, conducive

Responsivennes Dimension
The In the responsive dimensions available in Madrasah Ibtidaiyah Al-Husna Ciledug the main indicator that must be improved immediately is in the 1st attribute, which is about responsiveness to students' needs in learning activities with a gap value of -0.86. Based on the observation, a teacher's results should be able to serve all students well and not choose love.
Educators should be able to perform their duties professionally and responsibly. Gordon noted that professional educators are the one who can understand a wide range of problems, better understand, understand the broader and insightful science, fund more perfectly than people in general.
Responsive dimensions are part of the professionalism in the quality of service. This professionalism can provide service to customers. If a person works according to his skills or abilities, they referred to as a professional. If the work is doing by a person who has professional knowledge according to work, then the work can be completed quickly and appropriately.
The trust given by consumers is mandatory. If the task wasted, it will affect the failure and destruction of the organization's services to customers.
Based on the analysis, the responsive dimension refers to employees' willingness to serve quickly and appropriately, the speed and accuracy of service in terms of professionalism. In terms of meaning, professional employees will be able to provide services appropriately and quickly. Therefore, consumer confidence as trust should not waste in providing professional services through employees who work in their respective fields and get the job done quickly and appropriately.

Assurance Dimension
The quality of education services in the assurance dimension is madrasah in knowledge or understanding of the services provided, courtesy and trust of service providers and concern for consumers. If the service provider shows respect, decency, and friendliness, this will increase consumers' positive awareness and the positive value of the service provider organization. Educators and education personnel expected to master all teacher competencies to be role models for students because all aspects of cognitive, attitude and behaviour are interconnected. In the scope of this guarantee, confidence and sense of security can improve so that customers feel satisfied and loyal to madrasah. This dimension of assurance can increase confidence and security to make customers feel satisfied and loyal to Madrasah.
Providing a service that demonstrates a polite and friendly attitude will guarantee comfort for the parents as customers of Islamic education.

Empathy Dimension
The quality of education services in the caring dimension (  understanding of all students studying in Madrasah. It is also a form of obedience to God's command to be respectful of others' needs. The above analysis if associated with caring or empathy, then Lovelock (2010) explained that empathy is one form of personal attention to members. Understanding members' needs is an essential factor in influencing members' satisfaction and trust to establish good emotional relationships.

CONCLUSION
The results of the analysis of the quality of Islamic education customer service in the implementation of Islamic education quality management in Madrasah conducted by researchers using SERVQUAL analysis covering five dimensions namely tangibles, responsivity, reliability, assurance, and empathy with the average result of 71% customer satisfaction can be fulfilled by Madrasah as a provider of Islamic education services. If the value in each dimension of service quality is still below the number 100, so it can conclude that the service that has implemented has not met the expectations of education customers in Madrasah Ibtidaiyah Al-Husna Ciledug, so it must take action namely: 1) make quality improvements to the dimensions with the highest gap value, 2) prioritize service improvement on attributes with the highest gap value, 3) maintain the quality of service on attributes with low gap value.