<html>
<head>
<script src="https://code.jquery.com/jquery-1.9.1.min.js"></script>
<script>
$(document).ready(function () {
console.log("document loaded");
$('.select').children('option').filter(`:not([data-value="hide"])`).hide() // missing "" ?
})
</script>
</head>
<body>
<select class="select">
<option data-value="hide">hide</option>
<option data-value="show">show</option>
</select>
</body>
</html>
кто такой $(this).val() ?