PENGARUH KURIKULUM, WORD OF MOUTH DAN MEDIA SOSIAL TERHADAP KEPUTUSAN ORANG TUA MENDAFTARKAN ANAKNYA KE SMP BUKIT SION JAKARTA
Abstract
Abstract: Education is the most important thing in human life where the present and future concern character and future prosperity. This research will analyze the influence of curriculum, word of mouth (WOM), and social media on parents' decisions in enrolling their children at Bukit Sion Middle School, Jakarta. The curriculum, as a key factor, combines national and international standards to provide a global quality academic foundation. WOM, both traditional and electronic (eWOM), influences parental decisions through direct experience and recommendations from relatives. Social media has become a strategic mean for conveying interactive information about school achievements, activities and excellence. The research used quantitative methods with a survey of parents of students who enrolled their children in the 2024/2025 school year. The sample population in this study was 124 parents of students of grade 7 at Bukit Sion Middle School. This research uses a purposive sampling technique because this method allows researchers to select respondents who are most relevant and in accordance with research needs. A field survey was carried out by researchers to collect data involving 124 parents of grade 7 students at Bukit Sion Middle School. The results of this research show that: (1) The curriculum has a positive and partially significant effect on parents' decisions to enroll their children at Bukit Sion Middle School; (2) Word of mouth has a positive and partially significant effect on parents' decisions to enroll their children at Bukit Sion Middle School; (3) Social media has a positive and partially significant effect on parents' decisions to enroll their children in Bukit Sion Middle School; (4) Curriculum, word of mouth and social media simultaneously have a positive and significant influence on parents' decisions to enroll their children at Bukit Sion Middle School
Keyword: Parental Decisions, Curriculum, Social Media, Word of Mounth.
Abstrak: Pendidikan merupakan hal terpenting dalam kehidupan manusia dimana masa sekarang dan masa depan yang menyangkut karakter dan kesejahteraan di masa depan. Penelitian ini akan menganalisis pengaruh kurikulum, word of mouth (WOM), dan media sosial terhadap keputusan orang tua dalam mendaftarkan anaknya di SMP Bukit Sion Jakarta. Kurikulum, sebagai faktor utama, menggabungkan standar nasional dan internasional untuk menyediakan landasan akademik berkualitas global. WOM, baik tradisional maupun elektronik (eWOM), memengaruhi keputusan orang tua melalui pengalaman langsung dan rekomendasi dari kerabat. Media sosial menjadi sarana strategis untuk menyampaikan informasi interaktif mengenai prestasi, aktivitas, dan keunggulan sekolah. Penelitian menggunakan metode kuantitatif dengan survei pada orang tua siswa yang mendaftarkan anak mereka di tahun ajaran 2024/2025. Populasi sampel dalam penelitian ini adalah 124 orang tua siswa dari kelas 7 di SMP Bukit Sion. Penelitian ini menggunakan teknik purposive sampling karena metode ini memungkinkan peneliti untuk memilih responden yang paling relevan dan sesuai dengan kebutuhan penelitian. Survei lapangan dilakukan peneliti dalam pengumpulan data yang melibatkan 124 orang tua siswa kelas 7 di SMP Bukit Sion. Hasil penelitian ini menunjukkan bahwa: (1) Kurikulum berpengaruh secara positif dan signifikan secara parsial terhadap keputusan orang tua untuk mendaftarkan anaknya ke SMP Bukit Sion; (2) Word of mouth berpengaruh secara positif dan signifikan secara parsial terhadap keputusan orang tua untuk mendaftarkan anaknya ke SMP Bukit Sion; (3) Media sosial berpengaruh secara positif dan signifikan secara parsial terhadap keputusan orang tua untuk mendaftarkan anaknya ke SMP Bukit Sion; (4) Kurikulum, Word of mouth dan media sosial secara simultan berpengaruh secara positif dan signifikan terhadap keputusan orang tua untuk mendaftarkan anaknya ke SMP Bukit Sion.
Kata kunci: Keputusan kedua Orang Tua, Kurikulum, Media Sosial, Word of Mounth
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DOI: https://doi.org/10.54314/jssr.v8i2.2611
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