Mu'minah, Khurin Najwa and Kholiq, Abdul and Pratiwi, Dian (2024) exploring the influence of brand image and education costs on parents' decisions in choosing a school: the mediating impact of word of mouth (wom). JURNAL ILMIAH VISI (JIV), 19 (1). pp. 43-55. ISSN p-1970-9176 / e-2620-5254
Preview |
Text
NASKAH ARTIKEL_KHURIN NAJWA MU'MINAH.pdf Download (5MB) | Preview |
Preview |
Text
Artikel Jurnal VSI_KHURIN NAJWA.pdf Download (465kB) | Preview |
Abstract
Abstract: Word of Mouth (WoM) tends to be more trusted than direct promotion from the school.
Parents tend to trust other people's real exp=eriences in choosing a school, which can strengthen a
school's positive brand image. Through WoM, parents can get more in-depth information about
various aspects of the school, including the quality of education, facilities, curriculum, and learning
atmosphere. This research aims to investigate the mediating role of WoM in influencing brand image
and educational costs on parents' decisions in choosing a school. Purposive sampling was used to
determine research respondents totaling 43 parents at SMP Ma`arif 2 Ponorogo. Data were analyzed
using path analysis with the PLS-SEM method. The research results show that WoM acts as a
mediator which is insignificant on the brand image (β=0.094; ρ=0.101), but significant on the cost of
education and parents' decisions in choosing a school (β=0.388; ρ=0.005). Apart from that, WoM also
directly influences parents' decisions (β=0.540; ρ=0.000). These findings highlight the importance of
recommendations and reviews from other parents in shaping parents' perceptions of a school, which
impacts their decisions in choosing a school for their children. The practical implications of this
research are that schools can improve their brand image and adjust their tuition fees to be more
attractive to parents, while also strengthening WOM marketing strategies to improve parents' school
choice decisions.
| Item Type: | Journal Article |
|---|---|
| Keyword: | Keywords: brand image, education costs, parents' decisions, word of mouth, PLS-SEM |
| Subjects: | 13 EDUCATION > 1399 Other Education > 139999 Education not elsewhere classified |
| Depositing User: | Admin Perpustakaan Pusat |
| Date Deposited: | 11 Jun 2025 03:16 |
| Last Modified: | 11 Jun 2025 03:16 |
Actions (login required)
 |
View Item |
