PENGARUH BRAND IMAGE, BIAYA PENDIDIKAN, DAN WORD OF MOUTH TERHADAP KEPUTUSAN ORANG TUA DALAM MEMILIH SMP SSFX KOJA
DOI:
https://doi.org/10.54314/jssr.v9i4.7095Keywords:
Brand Image, Educational Costs, Word of Mouth, Parental DecisionAbstract
Competition among educational institutions, particularly private ones, has become increasingly intense. Every school must possess unique strengths and effective marketing strategies to attract the interest of parents and prospective students. Over the past five years, SMP SSFX has faced challenges in meeting student enrollment quotas, which have fluctuated and tended to position the school as a second choice. Using a quantitative approach, data were collected via questionnaires distributed to 106 parents of grade VII students at SMP SSFX II, selected through purposive sampling. This study aims to analyze the influence of Brand Image, Educational Costs, and Word of Mouth on parents' decisions to choose the school. The results indicate that, partially, Brand Image and Educational Costs do not have a significant effect on parents' decisions, while Word of Mouth is the most influential factor. Simultaneously, Brand Image, Educational Costs, and Word of Mouth have a significant effect on parents' decisions, with a coefficient of determination of 94.8%. The findings demonstrate that parents' decisions regarding school selection are influenced more by recommendations and experiences gained from their social circles than by the school's image or cost considerations.
Downloads
References
Aaker, David A. 2012. Building Strong Brands. New York: Free Press.
Ahidin, U. (2021). Pengaruh citra sekolah dan biaya pendidikan terhadap keputusan siswa untuk melanjutkan pendidikan ke SMK. JPPI (Jurnal Penelitian Pendidikan Indonesia), 7(2), 181–189.
Icek. 1991. “The Theory of Planned Behavior.” Organizational Behavior and Human Decision Processes, Vol. 50 No. 2, hlm. 179–211.
Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314–324.
Amri, U., & Yahya, Y. (2021). Pengaruh Biaya Pendidikan terhadap Keputusan Memilih Lembaga Pendidikan. EDUKATIF: JURNAL ILMU PENDIDIKAN, 3(5), 2355–22610.
Dewi, L. K. S., Karnawati, T. A., & Handarini, D. M. (2025). Pengaruh Brand Image kualitas pelayanan dan e-wom Terhadap Keputusan Orang Tua Memilih Rumah Belajar Bright Star bali. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(1), 2477–2492.
Elvira, E. (2021). Faktor – Faktor Pengambilan Keputusan Orang Tua Dalam Memilih Sekolah Menengah Atas Wilayah Jakarta Timur. Eqien: Jurnal Ekonomi Dan Bisnis, 8(2), 11–18.
Fadhilah, dan Sudarwanto. 2024. (2024). Pengaruh Brand Image dan Kualitas Layanan terhadap Keputusan Orang Tua dalam Memilih Jasa Pendidikan di SD Labschool UNESA 1 Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 12(3), 379–390.
Fattah, Nanang. 2012. Ekonomi dan Pembiayaan Pendidikan. Bandung: PT Remaja Rosdakarya.
Firmansyah, Anang, dan Dede. 2022. Metode Penelitian Kuantitatif. Bandung: Media Sains Indonesia.
Greaves, E., Wilson, D., & Nairn, A. (2023). Marketing and school choice: A systematic literature review. Review of Educational Research, 93(6), 825–875.
Harahap, N., Rachmawati, I., & Handoko, Y. (2025). Pengaruh Biaya Pendidikan, Lokasi, dan Citra Sekolah Terhadap Keputusan Orang Tua Memilih Sekolah Menengah Pertama (SMP) Citra Berkat Surabaya. Jurnal Ekonomi Manajemen Dan Bisnis, 5(2).
Harrison-Walker, L. Jean. 2001. “The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment as Potential Antecedents.” Journal of Service Research, Vol. 4 No. 1, hlm. 60–75.
Indra, I., & Kurniasari, F. (2025). The Influence of Price, Brand Image and Word of Mouth on Parents’ Decision to Send Their Children to MIS Al Ikhwah Pontianak. Journal Dimensie Management and Public Sector, 6(3), 30–42.
Kementerian Pendidikan Dasar dan Menengah. (t.t.). Data residu peserta didik wilayah 016100 (Jenjang Dikdas). Data Referensi Kementerian Pendidikan Dasar dan Menengah. Diakses pada 25 Mei 2026, dari https://referensi.data.kemendikdasmen.go.id/residu/pesertadidik/wilayah/016100/2?jenjang=Dikdas
Kotler, Philip, dan Gary Armstrong. 2017. Principles of Marketing. 17th Edition. Pearson Education.
Kotler, Philip, dan Kevin Lane Keller. 2016. Marketing Management. 15th Edition. Pearson Education.
Kotler, Philip, dan Kevin Lane Keller. 2021. Marketing Management. 16th Edition. Pearson Education.
Lewis, D., Thanitbenjasith, P., & Kamkankaew, P. (2024). Brand Trust, Perceived Quality, and Parental Decision-Making: A Study of International School Selection in Chiang Mai. International Journal of Sociologies and Anthropologies Science Reviews, 4(6), 389–398.
Lupiyoadi, Rambat. 2013. Manajemen Pemasaran Jasa. Jakarta: Salemba Empat.
Mahbub, M. A., Jayawinangun, R., & Amaliasari, D. (2023). Pengaruh Citra Sekolah terhadap Keputusan Orangtua Memilih Sekolah di SDIT Zaid bin Tsabit. Jurnal Riset Public Relations, 85–94.
Mulyasa, E. 2012. Manajemen Berbasis Sekolah. Bandung: PT Remaja Rosdakarya.
Mundzir, A., & Iyus Wiadi. (2025). The ACDAL Framework for Parents’ Customer Journey in School Choice through Social Media Content. Commercium: Journal of Business and Management,4(1),1–25
Oplatka, Izhar, dan Jane Hemsley-Brown. 2021. The Management and Marketing of Educational Institutions. London: Routledge.
Priyanto, sabda elisa. (2014). Pengaruh Word of Mouth Terhadap Keputusan Siswa Memilih Perguruan Tinggi: Kasus Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta. Kepariwisataan, 8(2), 59–72.
Putri, H. J., Mardiana, R., & Juhari, A. (2024). Pengaruh Citra Sekolah Dan Harga Terhadap Keputusan Orang Tua Siswa Dalam Memilih Sekolah Lanjutan Di Smpit Luqman Al Hakim. jurnal ilmiah manajemen dan kewirausahaan, 4(1), 1–12.
Putri, K., Adnan, A. R., & Artino, A. (2023). Strategi Pemasaran Sekolah: Analisis Pengaruh Brand Image, Digital Marketing, dan Word of Mouth terhadap Keputusan Pilihan Siswa. Jurnal Manajemen Dan Bisnis.
Sekaran, Uma, dan Roger Bougie. 2016. Research Methods for Business: A Skill Building Approach. 7th Edition. United Kingdom: Wiley.
Sugiyono. 2013. Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.
Sugiyono. 2017. Metode Penelitian Bisnis. Bandung: Alfabeta.
Todaro, Michael P., dan Stephen C. Smith. 2015. Economic Development. 12th Edition. Boston: Pearson.
Undang-Undang Republik Indonesia Nomor 20 Tahun 2003 tentang
Sistem Pendidikan Nasional.
Wijayanti, A. A., & Cahyono, K. E. (2024). Pengaruh Word of Mouth, Brand Image, Kualitas Pelayanan Terhadap Keputusan Orang Tua Memilih Pendidikan di SDIT Hasanah Fiddaroin. Jurnal Ilmu Dan Riset Manajemen, 13.
Zeithaml, Valarie A. 1988. “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence.” Journal of Marketing, Vol. 52 No. 3, hlm. 2–22.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Netty Christina Batubara, Justita Dura, Teguh Widodo (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
