Aksaqila International Humanities and Social Sciences Journal [AIHSS] Vol 4 Nomor 2 Agustus 2025 hal: 1-15
ISSN: 2964-8831
STRATEGY TO IMPROVE ORGANIZATIONAL IMAGE
THROUGHING PERSONALITY.
SERVANT LEADERSHIP,
ORGANIZATIONAL CULTURE AND SERVICE QUALITY
Andi Hermawan 1.
Andri Kusuma Wardani2.
Eni Susanti3 Briliantina Indrati4 Universitas Pakuan Bogor 2 2SMK PGRI 2 Cibinong Kabupaten Bogor 3Kemendikbudristek 4Universitas Islam Depok evolutioner@gmail.
com , andrikusuma27@gmail.
com , enisusanti00@gmail.
indrati@iaidepok.
Abstract Image is one of the important assets for an organization that should be continuously built and maintained.
A good image is one of the important tools, not only to attract consumers in choosing products or services, but also to improve customer satisfaction attitudes towards the organization.
Image also shows the existence of an organization in the public eye, namely showing the public's view of the organization that is formed over a long period of time.
A well-formed image will also have a good impact on achieving the goals set by individuals or organizations.
Based on preliminary research, it is known that the Image of PGRI Schools in Bogor Regency is relatively suboptimal.
Therefore, research is needed to obtain information on variables related to improving Service Quality.
The purpose of this study is to carry out strategies and ways to improve organizational image by conducting research on the influence between personality variables, servant leadership, organizational culture and service quality.
This study uses the path analysis method to determine the influence between the variables studied and the SITOREM method for indicator analysis in order to obtain optimal solutions in efforts to improve organizational image.
Keywords: Organizational Image.
Personality.
Servant Leadership.
Organizational Culture.
Service Quality.
SITOREM Analysis.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.
0 International License.
INTRODUCTION
Organizational image shows the existence of an organization in the eyes of the public, namely showing the public's view of the organization that is formed over a long period of time.
A well-formed image will also have a good impact on achieving the goals set by individuals or organizations.
In this case, it is able to provide opportunities for companies to gain profits from the products sold because they have a good image, besides that it will increase public trust in the organization in carrying out organizational activities.
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Basically, all organizations want their image to be positive or good in the eyes of the public, because this will be able to increase the profitability, growth and existence of the organization itself.
If the image of the organization in the eyes of the public is very bad, then the profitability and growth of the organization cannot be increased.
Therefore, the image of the organization needs to be formed in a positive direction.
Image formation aims to evaluate policies and correct The formation of a positive image of an organization is closely related to the perception, attitude .
, and opinion of the public towards the organization.
Based on a preliminary survey conducted by distributing questionnaires to 30 stakeholders of the PGRI Vocational High School (SMK) in Bogor Regency, data was obtained that: .
There are 35.
5% of respondents who are not satisfied with the First Impression (Primary Impressio.
, .
There are 42.
7% of respondents who are not satisfied with Familiarity, .
There are 37.
8% of respondents who are not satisfied with Perception, .
There are 41.
5% of respondents who are not satisfied with Preference, and .
There are 45.
8% of respondents who are not satisfied with Position.
The survey results above show that the image of the organization in the PGRI Vocational High School (SMK) in Bogor Regency still needs to be improved and considering that the image of the organization is an important element related to the satisfaction of educational services, this Organizational Image is interesting to The purpose of the study is to produce Strategies and Methods in improving Organizational Image, namely by strengthening the independent variables that have a positive effect on Organizational Image.
These variables are Personality.
Servant Leadership.
Organizational Culture, and Service Quality.
The optimal solution found is then used as a recommendation to related parties, namely teachers, principals, school supervisors, school organizing institutions and education offices.
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METHODOLOGY
As described above, this study aims to find strategies and ways to improve Organizational Image through research on the strength of influence between Organizational Image as a dependent variable and personality, servant leadership, organizational culture and service quality as independent variables.
The research method used is a survey method with a path analysis test approach to test statistical hypotheses and the SITOREM method for indicator analysis to determine optimal solutions in improving Organizational Image.
The study was conducted on permanent teachers of the foundation (GTY) of the PGRI Vocational High School (SMK) in Bogor Regency in November 2024 with a teacher population of 289 people, with a sample of 168 teachers calculated using the Slovin formula taken from Umar.
Data collection in this study used a research instrument in the form of a questionnaire distributed to teachers as research respondents.
The research instrument items were derived from the research indicators whose conditions would be explored.
Before being distributed to respondents, the research instrument was first tested to determine its validity and reliability.
Validity test was conducted using Pearson Product Moment technique, while for reliability test, calculation was used using Alpha Cronbach formula.
After the data was collected, homogeneity test, normality test, linearity test, simple correlation analysis, determination coefficient analysis, partial correlation analysis, and statistical hypothesis test were conducted.
Furthermore, indicator analysis was conducted using SITOREM Method from Hardhienata recommendation to related parties which is the result of this research.
determining priority order of indicator handling.
SITOREM uses three criteria, namely .
strength of relationship between variables obtained from hypothesis test, .
priority order of indicator handling based on expert assessment result, and .
indicator value obtained from data calculation obtained from respondentAos answer of research.
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Figure 1.
Research Constellation X1 : Personality X2 : Servant Leadership X3 : Organization Culture : Service Quality : Organization Image .
y1 : Direct influence of Personality (X.
on Organizational Image (Y).
y2 : Direct influence of Servant Leadership (X.
on Organizational Image (Y).
y3 : Direct influence of Organizational Culture (X.
on Organizational Image (Y).
y4 : Direct influence of Service Quality (X.
on Organizational Image (Y).
y14 : Direct influence of Personality (X.
on Service Quality (X.
y24 : Direct influence of Servant Leadership (X.
on Service Quality (X.
y34 : Direct influence of Organizational Culture (X.
on Service Quality (X.
14y : Indirect influence of Personality (X.
on Organizational Image (Y) through Service Quality (X.
24y : Indirect influence of Servant Leadership (X.
on Organizational Image (Y) through Service Quality (X.
34y : Indirect influence of Organizational Culture (X.
on Organizational Image (Y) through Service Quality (X.
RESULT
Descriptive statistics Based on the results of the statistical description analysis for the research variables, it can be revealed about the symptoms of data centralization as listed in the following table:
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Table 1.
Summary of Statistical Description of Research Variables Servant Organization Quality Organization Personality Description Leadership Culture Service Image (X.
(X.
(X.
(X.
(Y)
Mean Standard Error Median Mode Stand Deviation Sample Variance Kurtosis Skewness Range Minimum Score Maximum Score Normality Test Based on the overall calculation results of the error normality test in this study, it can be seen in the summary in the following table:
Table 2.
Normality Test of Estimated Standard Error
Ltable Galat Estimate LCount
= 0,05 = 0,01
y Ae 1 y Ae 2 y Ae 3 y Ae 4 X4 Ae X1 X4 Ae X2 X4 Ae X3 Requirements for Normal distribution : Lcount < Ltable Decision Normality Normality Normality Normality Normality Normality Normality Homogenity Test Based on the overall calculation results of the error normality test in this study, it can be seen in the summary in the following table:
Table 3.
Summary of the Data Variance Homogeneity Test
X2table Group
X2count
Decision = 0,05 y - X1
Homogen
y - X2
Homogen
y - X3
Homogen
y - X4
Homogen
X4 - X1
Homogen
X4 - X2
Homogen
X4 - X3
Homogen Homogeneous population requirements : N count < N table Jurnal Homepage: https://aksaqilajurnal.
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Regresion Model Test The overall calculation results of the regression model in this study can be seen in the summary in the following table:
Table 4.
Regression Model
Model of Relationships Significance Test
Regresion Model
Between Variables Results y on x1
= 59,508 0,645X1
Significant y on x2
= 54,744 0,523X2
Significant y on x3
= 58,693 0,533X3
Significant y on x4
= 69,508 0,645X1
Significant x4 on x1
= 72,423 0,447X2
Significant x4 on x2
= 72,122 0,382X3
Significant x4 on x3
= 56,152 0,577X5
Significant y on x1 thought x4
= 56,77 0,40X2 0,36X5
Significant y on x2 thought x4
= 44,12 0,37X1 0,43X4
Significant y on x3 thought x4
= 51,45 0,44X2 0,30X4
Significant Regression Model Significance Test The overall calculation results of the linearity test of the regression model in this study can be seen in the summary in the following table:
Table 5.
Summary of the Results of the Significance Test of the Regression Model (F Tes.
Model of Relationships Significance Test
Sig
Between Variables Results y on x1
0,000
0,005
Significant y on x2
0,000b 0,005 Significant y on x3
0,000
0,005
Significant y on x4
0,000
0,005
Significant x4 on x1
0,000b 0,005 Significant x4 on x2
0,000
0,005
Significant x4 on x3
0,000b 0,005 Significant y on x1 thought x4
0,000
0,005
Significant y on x2 thought x4
0,000b 0,005 Significant y on x3 thought x4
0,000
0,005
Significant Significant Conditions c: Sig < Linearity Test The overall calculation results of the linearity test of the regression model in this study can be seen in the summary in the following table:
Table 6.
Summary of the Results of the Linearity Test of the Regression Model -Tes.
Model of Relationships Linearity Pattern Test
Sig
Between Variables Results y on x1
0,000
0,005
Linear
y on x2
0,000
0,005
Linear Jurnal Homepage: https://aksaqilajurnal.
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Model of Relationships Sig
Between Variables y on x3
0,000
0,005
y on x4
0,000
0,005
x4 on x1
0,000
0,005
x4 on x2
0,000
0,005
x4 on x3
0,000
0,005
y on x1 thought x4
0,000
0,005
y on x2 thought x4
0,000
0,005
y on x3 thought x4
0,000
0,005
Linear Conditions : Sig < Linearity Pattern Test Results Linear Linear Linear Linear Linear Linear Linear Linear Multicollinearity Test Multicollinearity testing aims to determine whether the regression model finds a correlation between independent variables or free variables.
Testing using the Spearman Test.
The effect of this multicollinearity is to cause high variables in the sample.
This means that the standard error is large, as a result when the coefficient is tested, t count will be small from t table.
The overall calculation results of the multicollinearity test are as follows:
Table 7.
Summary of Multicollinearity Tests Dependent Toleranc
VIF
Prasyarat Variabel H0 : VIF < 10, there is no multicollinearity Personality (X.
449 H : VIF > 10, there is Servant Leadership (X.
Organization Culture (X.
H0 :
VIF < 10, there is no multicollinearity H1 : VIF > 10, there is H0 :
VIF < 10, there is no multicollinearity H1 : VIF > 10, there is H0 :
Service Quality (X.
VIF < 10, there is no multicollinearity H1 : VIF > 10, there is Kesimpulan Ho is accepted There is no Ho is accepted There is no Ho is accepted There is no Ho is accepted There is no Heteroscedasticity Test In this study, to test the presence or absence of heteroscedasticity, the Glejser Test is used, where if the significance value is < 0.
05 then heteroscedasticity occurs, if on the contrary the significance value is Ou 0.
05 then homoscedasticity occurs.
The overall calculation results of the heteroscedasticity test in this study can be seen in the summary in the following table:
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Table 8.
Summary of Heteroscedasticity Test Variable Sig.
Prerequisite H0 : significant value < 0.
then there is no Personality (X.
0,000 0,05 H1 : significant value Ou 0.
then there is H0 : significant value < 0.
then there is no Servant
0,000
0,05
Leadership (X.
H1 : significant value Ou 0.
then there is H0 : significant value < 0.
then there is no Organization 0,000 0,05 Culture (X.
H1 : significant value Ou 0.
then there is H0 : significant value < 0.
then there is no Service Quality 0,000 0,05 (X.
H1 : significant value Ou 0.
then there is Conclusion Ho is accepted There is no Ho is accepted There is no Ho is accepted There is no Ho is accepted There is no Path Analysis Jurnal Homepage: https://aksaqilajurnal.
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Figure 2.
Path Analysis Results The influence between the independent variable and the dependent variable when viewed from the path analysis, then the relationship is a functional relationship where the Organizational Image (Y) is formed as a result of the functioning of the Personality function (X.
Servant Leadership (X.
Organizational Culture (X.
and Service Quality (X.
The discussion of the research results can be described as follows:
Table 9.
Research Hypothesis Statistic Hypotesis Path Decision Conclusion Test H0 : z1 O Personality (X.
to rejected Direct Positive Organizational Image (Y) H1 : z1 > Impact H0 : z2 O Servant Leadership (X.
to rejected Direct Positive Organizational Image (Y) H1 : z2 > Impact H0 : z3 O Organizational Culture (X.
rejected Direct Positive to Organizational Image (Y) H1 : z3 > Impact Service Quality (X.
to H0 : Y O 0 rejected Direct Positive Organizational Image (Y) H1 : Y > 0 Impact Jurnal Homepage: https://aksaqilajurnal.
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Hypotesis Path Personality (X.
to Service Quality (X.
Servant Leadership (X.
to Service Quality (X.
Organizational Culture (X.
to Service Quality (X.
Personality (X.
to Organizational Image (Y) through Service Quality (X.
Servant Leadership (X.
to Organizational Image (Y) through Service Quality (X.
Organizational Culture (X.
to Organizational Image (Y) through Service Quality (X.
Statistic Test H0 : z1 O H1 : z1 > H0 : z2 O H1 : z2 > H0 : z3 O H1 : z3 > H0 : xY1 O H1 : xY1 > H0 : xY2 O H1 : xY2 > H0 : xY3 O H1 : xY3 > Decision Conclusion Direct Positive Impact Direct Positive Impact Direct Positive Impact Positive Indirect Impact Positive Indirect Impact Positive Indirect Impact Indirect Effect Test The indirect effect test is used to test the effectiveness of the intervening variable that mediates the independent variable and the dependent variable.
The results of the indirect effect test are as follows:
Table 10 Research Hypothesis Inderect Effect Test Personality (X.
towards Organizational Image (Y) through Service Quality (X.
Servant Leadership (X.
towards Organizational Image (Y) through Service Quality (X.
Organizational Culture (X.
towards Organizational Image (Y) through Service Quality (X.
ZCount
4,978
4,678
Ztable Decision Conclusion H0 rejected 1,966 H1 H0 rejected 1,966 H1 H0 rejected 1,966 H1 to mediate to mediate to mediate DISCUSSION Optimal Solution for Improving Organizational Image Based on the results of statistical hypothesis testing, determination of indicator priorities, and calculation of indicator values that have been described Jurnal Homepage: https://aksaqilajurnal.
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above, a recapitulation of research results can be made which is an optimal solution in improving Organizational Image as follows.
Table 11.
SITOREM Analysis Personality .
1 = 0,.
IV)
Indicator Indicator in Initial State Indicator after Weighting by Expert Value Agreeableness Conscientiousness .
Conscientiousness.
Extraversion .
Extraversion , 3rd Agreeableness .
Neuroticism Neuroticism .
Openness to experience Openness to experience .
Servant Leadership .
2 = 0,.
II)
Indicator Indicator in Initial State Indicator after Weighting by Expert Value Accountability Humility .
Compassion Compassion .
Courage 3rd Accountability .
Humility Courage .
Integrity Integrity .
Listening Listening .
Organization Culture .
3 = 0,.
Indicator Indicator in Initial State Indicator after Weighting by Expert Value Adaptation to change Innovation in work .
Result-oriented 2nd Result-oriented .
Team-oriented Team-oriented .
Empowerment of human resources in Innovation in work the organization .
Consistent with rules Consistent with the rules .
Human resource empowerment in the Adaptation to changes .
Servive Quality .
4 = 0,.
Indicator Indicator in Initial State Indicator after Weighting by Expert Value Assurance Reliability .
Empathy 2nd Responsiveness .
Reliability Assurance .
Responsiveness Empathy .
Tangibles Tangibles .
Organization Image Indicator Indicator in Initial State Indicator after Weighting by Expert Value Familiarity Primary Impression .
Perception 2nd Familiarity .
Position Perception .
Preference Preference .
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Position .
SITOREM ANALYSIS RESULT
Priority order of indicator to be Indicator remain to be maintained Strengthened 1st Reliability Responsiveness 2nd Assurance Empathy Tangibles Compassion Humility Empowerment of HR in the organization 5th Accountability Consistent with the rules Courage Adaptation to changes 7th Integrity Extraversion Listening Agreeableness Innovation in work
Perception 10th Result-oriented 11th Team-oriented 12th Conscientiousness 13th Neuroticism 14th Openness to experience 15th Primary Impression
16th Familiarity 17th Preference 18th Position 5 Primary Impression
CONCLUSION
Based on the results of the analysis, discussion of research results and hypotheses that have been tested, it can be concluded as follows:
Strengthening Organizational Image can be done by using a strategy to strengthen variables that have a positive effect on Organizational Image.
Variables that have a positive effect on Organizational Image are Personality.
Servant Leadership.
Organizational Culture and Service Quality.
This is proven from the results of variable analysis using the Path Analysis method.
The way to strengthen Organizational Image is to improve weak indicators and maintain good indicators from each research variable.
Based on the conclusions of the research above, the implications of this research can be drawn as follows:
If the Organizational Image is to be strengthened, it is necessary to strengthen Personality.
Servant Leadership and Organizational Culture as exogenous variables with Service Quality as an intervening variable.
If Personality is to be developed, it is necessary to improve the indicators that are still weak, namely: Conscientiousness.
Neuroticism, and Openness to experience and maintain or develop the indicators: Extraversion and Agreeableness.
If Servant Leadership is to be developed, it is necessary to improve the indicators that are still weak, namely.
Humility.
Accountability.
Courage.
Integrity, and Listening, and maintain or develop the indicator: Compassion.
If Organizational Culture is to be developed, it is necessary to improve the indicators that are still weak, namely: Innovation in work.
Oriented on work results.
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and Team Oriented, and maintain or develop the indicators: Empowerment of HR in the organization.
Consistent with the rules, and Adaptation to changes.
If the Quality of Service is to be improved, it is necessary to improve the indicators that are still weak, namely Reliability.
Assurance, and Tangibles, as well as maintaining or developing the indicators: Responsiveness and Empathy.
Suggestions or recommendations that can be given to related parties are as follows:
The Principal needs to improve the Organizational Image by strengthening Personality.
Servant Leadership.
Organizational Culture and Service Quality.
improving: Primary Impression.
Familiarity.
Preference, and Position and by maintaining Perception.
The Ministry of Education.
Culture.
Research and Technology (Kemdikbudriste.
and school organizing institutions need to foster teachers in improving the Organizational Image by providing appropriate direction to strengthen the strengthening of Personality.
Servant Leadership.
Organizational Culture and Service Quality in accordance with the results of this study.
REFERENCES