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
DOI:
https://doi.org/10.59141/jist.v5i10.1217Keywords:
digital marketing, facilities, brand image, enrolment decisionAbstract
This study aims to examine the influence of Digital Marketing and Facilities on the Decision to enrol 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 enrol 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 enrol 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
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Andrian F. A. Tarigan, Theresia Pradiani, Fathorrahman
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.