p–ISSN: 2723 - 6609 e-ISSN: 2745-5254
Vol. 5, No. 10, October 2024 http://jist.publikasiindonesia.id/
Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4493
Analysis of the Influence of Digital Marketing and Facilities
on Parents' Decision to Enrol Their Children at Playfield
Elementary School Jakarta with Brand Image as the
Intervening Variable
Andrian F. A. Tarigan1*, Theresia Pradiani2, Fathorrahman3
Institut Teknologi dan Bisnis Asia Malang, Indonesia
Email: [email protected]1*, [email protected]2,
[email protected]3
*Correspondence
ABSTRACT
Keywords: digital
marketing, facilities, brand
image, and enrolment
decision.
This study aims to examine the influence of Digital
Marketing and Facilities on the Decision to enroll children
at SD Playfield Jakarta, with Brand Image as the mediating
variable. Data were collected from 33 respondents who are
parents of students at SD Playfield Jakarta using the
purposive sampling technique. The results of the multiple
regression analysis indicated that Digital Marketing (t =
0.188, p = 0.852) and Facilities (t = -0.630, p = 0.534) did
not have a significant influence on Brand Image. However,
Brand Image demonstrated a significant positive impact on
the Decision to enroll children (t = 3.498, p = 0.002). The
coefficient of determination showed that 37.2% of the
variability in enrolment decisions can be explained by
Digital Marketing, Facilities, and Brand Image. The F-test
indicated that the overall regression model is significant (F
= 5.718, p = 0.003). In conclusion, while Digital Marketing
and Facilities may not directly affect Brand Image,
enhancing Brand Image can positively influence parents'
decisions to enroll their children at SD Playfield Jakarta. It
is recommended that the school strengthen its marketing
strategies and improve facilities to enhance its Brand Image,
thereby supporting increased parental enrolment decisions.
Introduction
The progress of the nation is greatly influenced by the role of education in
improving the quality of its people so that education is a basic need for all levels of society
in Indonesia (Salsabila et al., 2024). By Law of the Republic of Indonesia Number 20 of
2003 concerning the National Education System, education is a conscious and planned
effort to create a learning atmosphere that develops individual potential in spiritual
aspects, self-control, personality, intelligence, morality, and skills needed by society and
the state. To achieve this goal, every educational institution must ensure the availability
of adequate facilities and infrastructure as stipulated in the Regulation of the Minister of
Andrian F. A. Tarigan, Theresia Pradiani, Fathorrahman
Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4494
Education, Culture, Research, and Technology Number 22 of 2023. Playfield, a private
school that was newly established in West Jakarta in 2020, also faces challenges in
increasing the number of students each school year, where the target of new student
admissions has not been achieved every year (Wahdini & Setyobudi, 2022).
Table 1
Data on the Number of New Student Admissions for the 2020/2021 to 2023/2024 school
year
School Year
Number of New
Students
Target New Students
2020/2021
16
48
2021/2022
34
48
2023/2024
21
48
Based on data on new student admissions at SD Playfield Jakarta from the
2020/2021 to 2023/2024 school year, it can be seen that the target of new student
admissions has never been achieved since this school was established. Although there
was an increase in the number of new students by 18 students in the 2021/2022 school
year, this number decreased again by 13 students in the 2023/2024 school year. This
attracted the author's attention to research the factors that affect parents' decision to
choose the school, considering that Playfield has an expensive school image but is
comparable to its superior facilities, including more sports lessons than other schools.
According to the author, the target of new students every year has not been achieved can
be caused to several factors, such as the status of the school which is still new, not yet
nationally accredited, and relatively high school fees. One strategy that can increase the
number of new students is through digital marketing, where Playfield has leveraged
platforms such as Instagram to promote school achievement and activities. Digital
marketing, according to (Zed et al., 2023), is a marketing effort through devices connected
to the internet to communicate with potential consumers through online channels.
Using digital marketing, it is hoped that the playfield can be increasingly known in
the community so that the number of students can increase every year. This Digital
Marketing is expected to introduce SD Playfield even more widely because now more
and more people are getting information through the internet. This is supported by (Smith
et al., 2017) as many as 69% of consumers use the Internet and social media to share
information about products and services, which presents an opportunity for businesses to
conduct massive online marketing to reach and connect with them. Playfield strives to
introduce its educational institutions through Digital Marketing. Internet users in
Indonesia as of June 2022 reached 210 million (Puspita et al., 2022) which positioned
Indonesia as the fourth largest internet user in the world after China, India, and the United
States. Successful online marketing requires resources to create content and build a
qualified following.
Through digital marketing, Playfield seeks to highlight the advantages of its
facilities that are more attractive than other private schools in West Jakarta, especially in
the field of sports. In addition to public facilities such as science laboratories and a library,
Playfield offers outstanding sports facilities, including FIBA-standard basketball courts,
Analysis of the Influence of Digital Marketing and Facilities on Parents' Decision to Enrol Their
Children at Playfield Elementary School Jakarta with Brand Image as the Intervening Variable
Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4495
swimming pools, water parks, tennis courts, futsal, badminton, trampolines, playgrounds,
and gymnastics halls. Good educational facilities not only support the teaching and
learning process but also attract parents to choose a school for their children. Research by
Gusti Hidayat and Hery Margono states that facilities have a significant influence on the
decision to choose a formal school. Similarly, research by Rusmaidi Fetra and colleagues
stated that good facilities increase customer interest in returning to use the service.
Therefore, the quality and availability of adequate facilities at Playfield are expected to
increase parents' interest in sending their children to this school. Learning facilities
according to Sopiatin (2010: 73) are all devices or equipment, materials, and furniture
that can be used in the educational process.
Parents choose schools for their children, in addition to the influence of digital
marketing and facilities as well as brand image. According to ((Kotler & Armstrong,
2008) brand image is a set of consumer beliefs about a particular brand. So far, Playfield
has a brand image as a new school with expensive tuition fees but has other advantages,
namely, the integration of the sports curriculum which greatly facilitates kinesthetic
children and has more interest in the world of sports. Brand Image also influences the
decision to choose a school. This is supported by research conducted by (Wulandari et
al., 2019) in their journal entitled The Influence of Brand Image, Price and Facilities on
Students' Decisions to Choose to Study at the Lp3i Medan Polytechnic Medan Medan
Baru Campus (2019) where Brand image has a positive and significant effect on interest
in the LP3I Medan Polytechnic Medan Medan Baru Campus.
Method
This study uses a field-based quantitative approach that aims to observe the
influence of digital marketing and facilities on parents' decisions in sending their children
to SD Playfield Jakarta, with the brand image as an intervening variable. Data collection
was carried out using a questionnaire with a 5-point Likert scale, to measure respondents'
perception of the variables studied. Data analysis involves validity, reliability, and
classical assumption tests, including normality, multicollinearity, heteroscedasticity, and
autocorrelation tests, to ensure valid data and appropriate regression models. Hypothesis
testing is carried out through path analysis and the Sobel test to test the direct and indirect
influence between variables.
This research lasted for one month, from June 1 to June 30, 2024, with a population
of parents of students at Playfield Elementary School Jakarta. Of the 79 parents of
students who became the population, 33 were selected as samples using the purposive
sampling technique based on the criteria of income above Rp 20,000,000 and a minimum
high school education. Primary data is obtained through questionnaires shared online,
while secondary data is collected from journals, books, articles, and websites. The data
collection method uses a closed questionnaire with Likert scale analysis, and validity and
reliability testing is carried out using SPSS version 29. This research is expected to
provide practical insights for school development and become a reference for future
research.
Andrian F. A. Tarigan, Theresia Pradiani, Fathorrahman
Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4496
Results and Discussion
Digital Marketing Variable Validity Test (X1)
Table 1
Results of the Validity Test of Digital Marketing Variables (X1)
X1
Pearson
Correlation
Information
X1.1
0.770
Valid
X1.2
0.751
Valid
X1.3
0.814
Valid
X1.4
0.399
Valid
X1.5
0.662
Valid
X1.6
0.527
Valid
X1.7
0.585
Valid
X1.8
0.803
Valid
X1.9
0.855
Valid
X1.10
0.760
Valid
X1.11
0.760
Valid
X1.12
0.730
Valid
X1.13
0.796
Valid
X1.14
0.835
Valid
X1.15
0.512
Valid
X1.16
0.539
Valid
X1.17
0.700
Valid
X1.18
0.689
Valid
X1.19
0.674
Valid
Based on the table above, it can be seen that each statement item in the Digital
Marketing variable shows significant results with an error rate of 5% or r calculation
greater than r in the table. Each statement item has a significant Pearson Correlation value
with a p-value less than 0.05, and the correlation value of each item is greater than the
critical value of the r table for a given degree of freedom.
This shows that all items in the Digital Marketing variable (X1) have a significant
correlation with the total variable score so each statement submitted is considered valid
in measuring the Digital Marketing variable (X1) and is suitable for use in this study.
Thus, the results of the validity test indicate that the Cronbach used can be trusted to
measure the concept intended in this study, namely Digital Marketing.
Facility Variable Validity Test (X2)
Table 2
Facility Variable Validity Test Results (X2)
Analysis of the Influence of Digital Marketing and Facilities on Parents' Decision to Enrol Their
Children at Playfield Elementary School Jakarta with Brand Image as the Intervening Variable
Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4497
Pearson
Correlation
Sig
Information
0.511
0.002
Valid
0.740
<0.001
Valid
0.657
<0.001
Valid
0.685
<0.001
Valid
0.685
<0.001
Valid
0.603
<0.001
Valid
0.486
0.004
Valid
0.720
<0.001
Valid
0.584
<0.001
Valid
0.648
<0.001
Valid
0.677
<0.001
Valid
0.506
0.003
Valid
0.643
<0.001
Valid
0.677
<0.001
Valid
Based on the table above, it can be seen that each statement item in the Facility
variable shows a significant result with an error rate of 5% or r calculation greater than r
in the table. Each statement item has a significant Pearson Correlation value with a p-
value less than 0.05, and the correlation value of each item is greater than the critical
value of the r table for a given degree of freedom.
This shows that all items in the Facility variable (X2) have a significant correlation
with the total variable score so each statement submitted is considered valid in measuring
the Facility variable (X2) and is suitable for use in this study. Thus, the results of the
validity test indicate that the Cronbach used can be trusted to measure the concept
intended in this study, namely Facilities.
Brand Image Variable Validity Test (Z)
Table 3
Brand Image Variable Validity Test Results (Z)
X2
Pearson
Correlation
Information
X2.1
0.650
Valid
X2.2
0.781
Valid
X2.3
0.761
Valid
X2.4
0.768
Valid
X2.5
0.457
Valid
X2.6
0.730
Valid
Andrian F. A. Tarigan, Theresia Pradiani, Fathorrahman
Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4498
Based on the table above, it can be seen that each statement item in the Brand Image
variable shows a significant result with an error rate of 5% or r calculation greater than
the r of the table. Each statement item has a significant Pearson Correlation value with a
p-value less than 0.05, and the correlation value of each item is greater than the critical
value of the r table for a given degree of freedom.
This shows that all items in the Brand Image (Z) variable have a significant
correlation with the total variable score, so each statement submitted is considered valid
in measuring the Brand Image (Z) variable and is suitable for use in this study. Thus, the
results of the validity test indicate that the Cronbach T used can be trusted to measure the
concept intended in this study, namely Brand Image.
Test of the Validity of the Decision Variable to Send Children to School (Y)
Table 4
Results of the Validity Test of the Decision Variable to Send Children to School (Y)
And
Pearson
Correlation
Information
Y.1
0.532
Valid
Y.2
0.499
Valid
Y.3
0.662
Valid
Y.4
0.783
Valid
Y.5
0.71
Valid
Y.6
0.605
Valid
Y.7
0.621
Valid
Y.8
0.708
Valid
Y.9
0.855
Valid
Based on the table above, it can be seen that each statement item in the Child
Purchase/Registration Decision variable shows significant results with an error rate of 5%
or r calculation greater than r in the table. Each statement item has a significant Pearson
Correlation value with a p-value less than 0.05, and the correlation value of each item is
greater than the critical value of the r table for a given degree of freedom.
This shows that all items in the Buying/Registering Child (Y) variable have a
significant correlation with the total variable score so each statement submitted is
considered valid in measuring the Buying/Registering Child (Y) Decision variable and is
suitable for use in this study. Thus, the results of the validity test indicate that the
Cronbach used can be trusted to measure the concept intended in this study, namely the
Decision to Buy/Register a Child.
Reliability Test Table 5
Reality Test Results
Analysis of the Influence of Digital Marketing and Facilities on Parents' Decision to Enrol Their
Children at Playfield Elementary School Jakarta with Brand Image as the Intervening Variable
Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4499
Variable
Information
Digital Marketing
Reliable
Facilities
Reliable
Brand Image
Reliable
Purchase/Choice Decision
Reliable
Based on table 5 above, it can be seen that all the variables studied in this study
have an Alpha Cronbach value greater than 0.6 which means that every statement used in
this study is reliable or reliable. This shows that if the statement is submitted repeatedly,
the results will be consistent.
Multicollinearity Test Table 6
Multicollinearity Test Results Table
Coefficients
Model
Collinearity Statistics
Tolerance
BRIGHT
1
Digital
Marketing
0.54
1.852
Facilities
0.473
2.112
Brand
Image
0.601
1.663
Based on the results in the table above, the VIF values for the Digital Marketing,
Facilities, and Brand Image variables are all below 10. This shows that the independent
variables in the regression model do not have a high correlation with each other, so the
assumption of non multicollinearity is met. Thus, the results of the regression analysis
can be interpreted more accurately, and the estimated regression coefficient can be
trusted.
Sobel X1 Test Results on Y Through Z
Based on the path analysis values that have been obtained above, it can be known:
a= 0.074 Sa=0.061
b = 1.045 Sb=0.299
Andrian F. A. Tarigan, Theresia Pradiani, Fathorrahman
Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4500
Figure 1 Results of the Digital Marketing Variable Sobel Test on
The decision to Send Children to School Through Brand Image
As a result of the calculation above, the results of the Sobel test were obtained at
1.1460 and the significance of the One-tailed probability was 0.1258. Because the p-value
> 0.05, it can be concluded that Digital Marketing (XI) does not have a significant impact
on the decision to enroll children in SD Playfield (Y) through Brand Image (Z). To
determine the indirect influence of Xl on Y through Z, the multiplication of the beta value
of XI to Z and the beta value of Z to Y is calculated, which is 0.074 x 1.045 = 0.0773.
The total influence given by XI on Y through Z is obtained from the calculation of the
sum between the value of the direct influence of Xl on Y and the indirect influence of X1
on Y through Z, which is 0.019 + 0.0773 = 0.0963 or 9.63%.
Sobel X2 Test Results on Y Through Z
a= 0.234 Sa=0.096
b = 1.0 45 Sb=0.299
Figure 2 Results of the Sobel Test of Facility Variables
The decision to Send Children to School Through Brand Image
Based on the calculation results, the statistical value of Sobel obtained is 1.9993
with a significance value in the one-sided test of 0.023. Because the p-value < 0.05, it can
be concluded that Facilities (X2) have a significant effect on the Decision to send children
to Playfield (Y) through Brand Image (Z). To find out the indirect influence of X2 on Y
through Z, the calculation of the multiplication of the beta value of X2 to Z and the beta
Analysis of the Influence of Digital Marketing and Facilities on Parents' Decision to Enrol Their
Children at Playfield Elementary School Jakarta with Brand Image as the Intervening Variable
Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4501
value of Z to Y is carried out, which is 0.234 x 1.045 = 0.2445. The total influence given
by X2 on Y through Z is obtained from the calculation of the sum between the value of
the direct influence of X2 on Y and the indirect influence of X2 on Y through Z, which
is -0.108 + 0.2445 = 0.1365 or 13.65%. This description reflects the results of the Sobel
test calculation which shows that there is a significant influence of Facilities on the
Decision to Send Children to Playfield Elementary School through Brand Image.
T Test Results Table 7
Test Results t X1, X2, to Z
From the table above, it can be concluded that the Digital Marketing variable (X1)
does not have a positive and significant influence on the Brand Image variable (Z), while
the Facility variable (X2) has a positive and significant influence on the Brand Image
variable (Z). This conclusion is based on the significance value of the equation which is
0.234 for X1 (greater than the error limit of 0.05) and 0.021 for X2 (less than the error
limit of 0.05). This is also in line with the conclusion of the calculated t values of X1 and
X2 which are 1,216 < t table (2,042) and 2,431 > from t table (2,042), respectively.
Table 8
Determination Coefficient Test Results
Based on the results of the Coefficient of Determination test above, it can be
concluded that the regression model which includes the variables of Brand Image, Digital
Marketing, and Facilities can explain 37.2% of the variation in the Decision to Register a
Child. An Adjusted R Square value of 0.307 provides a more accurate estimate after
considering the number of predictor variables. The results of the F test showed that the
model as a whole was significant, which means that at least one predictor variable had a
significant influence on the Decision to Register Children at Playfield Elementary School
Jakarta.
The Influence of Digital Marketing on Brand Image
Based on the results of the regression analysis, the Digital Marketing variable (X1)
has a coefficient value of 0.074 with a significance value of 0.234. The calculated t-value
Andrian F. A. Tarigan, Theresia Pradiani, Fathorrahman
Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4502
for this variable is 1.216, which is smaller than the t-value of the table 2.042. Thus, the
results of this study do not support the H1 hypothesis which states that Digital Marketing
has a positive and significant influence on Brand Image (Z). This result is contrary to
previous research by Suci Fika, et al. (2020), which showed that Digital Marketing has a
significant and positive influence on Brand Image.
The Influence of Facilities on Brand Image
The results of the analysis show that the Facility variable (X2) has a coefficient
value of 0.234 with a significance value of 0.021. The calculated t-value for this variable
is 2.431, which is greater than the t-value of the table 2.042. Thus, the H2 hypothesis that
Facilities have a positive and significant influence on Brand Image (Z) is supported by
the data of this study. These results are consistent with previous research by (Alexandra,
2023), which showed that facilities have a significant influence on brand image.
The Influence of Digital Marketing on the Decision to Send His Child to School
From the regression results, the Digital Marketing variable (X1) has a coefficient
value of 0.019 with a significance value of 0.852. The calculated t-value for this variable
is 0.188, which is smaller than the t-value of table 2.042. These results show that Digital
Marketing does not have a significant influence on the Decision to Send Children to
School (Y), so the H3 hypothesis is not supported by the data of this study. These results
contradict previous research by (Sopiyan, 2022), (Putri & Sulaeman, 2022) and
(Alamsyah et al., 2023) who stated that Digital Marketing has a positive and significant
effect on purchasing decisions or school selection decisions.
The Effect of Facilities on the Decision to Send His Child to School
The Facility variable (X2) has a coefficient value of -0.108 with a significance
value of 0.534. The calculated t-value for this variable is -0.630, which is smaller than
the t-value of table 2.042. Thus, the H4 hypothesis that the facility has a positive and
significant influence on the Decision to Send Children to School (Y) is not supported by
the data of this study. This result is not in line with previous research by (Hidayat &
Margono, 2023) and (Wulandari et al., 2019) which showed that facilities have a
significant effect on parents' decisions in choosing a school.
The Influence of Brand Image on the Decision to Send His Child to School
The results of the analysis show that the Brand Image (Z) variable has a coefficient
value of 1.045 with a significance value of 0.002. The calculated t-value for this variable
is 3.498, which is greater than the t-value of the table 2.042. Thus, the H5 hypothesis that
Brand Image has a positive and significant influence on the Decision to Send Children to
School (Y) is supported by the data of this study. This result is consistent with previous
research by (Wulandari et al., 2019) which stated that Brand Image has a positive and
significant effect on student interest.
The Influence of Digital Marketing on the Decision to Send His Child to School
Through Brand Image
To test the influence of Brand Image (Z) mediation between Digital Marketing (X1)
and the Decision to Send Children to School (Y), the results show that Digital Marketing
does not have a significant influence on Brand Image, but Brand Image has a significant
Analysis of the Influence of Digital Marketing and Facilities on Parents' Decision to Enrol Their
Children at Playfield Elementary School Jakarta with Brand Image as the Intervening Variable
Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4503
influence on the Decision to Send Children to School. Thus, although Brand Image has a
significant influence on the decision to send children to school, Digital Marketing does
not show a significant influence in this model. Therefore, the H6 hypothesis is not
supported by the data of this study. This is not in line with the research of (Alamsyah et
al., 2023) which stated that Digital Marketing has a significant influence on the decision
to choose a school through Brand Image.
The Influence of Facilities on the Decision to Send Their Children to School through
Brand Image
To test the influence of Brand Image (Z) mediation between Facilities (X2) and the
Decision to Send Children to School (Y), the results of the study show that Facilities have
a significant influence on Brand Image, and Brand Image has a significant influence on
the Decision to Send Children to School. Thus, the H7 hypothesis that facilities have a
positive and significant effect on the Decision to Send Children to School through Brand
Image is supported by the data of this study. These results are by previous research by
(Wulandari et al., 2019) and (Hidayat & Margono, 2023) who stated that facilities and
Brand Image have a significant influence on the decision to choose a school or college.
Conclusion
The results show that Digital Marketing (X1) does not have a positive and
significant influence on Brand Image (Z), and similarly, Facilities (X2), also do not have
a significant influence on Brand Image (Z). In addition, neither Digital Marketing (X1)
nor Facilities (X2) had a significant effect on the Decision to Send Children to School
(Y) directly. On the contrary, Brand Image (Z) has been proven to have a positive and
significant influence on the Decision to Send Children to School (Y). Although Digital
Marketing (X1) does not show a significant influence on decisions through Brand Image
(Z), Facilities (X2) shows a significant influence on those decisions through the
intermediary Brand Image (Z). This research suggests that schools need to develop
strategies to strengthen Brand Image as a key factor in influencing parents' decisions, as
well as improve school facilities to attract parents' interest through a strong positive
image. Limitations of the study included variations in questionnaire responses and
specific research contexts, which may affect the generalization of results. Therefore, it is
recommended that further research use more representative sampling methods and more
sophisticated analysis to deepen the understanding of the relationship between the
variables studied.
Andrian F. A. Tarigan, Theresia Pradiani, Fathorrahman
Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4504
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