Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Indonesian Journal of Innovation Studies
Nur Lailly Enny Haryanti
Program Studi Manajemen Pendidikan Islam, Universitas Muhammadiyah Sidoarjo
Computer Science & IT Education Engineering Law, Crime, Criminology & Criminal Justice

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Influence of Promotion and School Image on Parents' Decision in Choosing a School at SMP Muhammadiyah Merauke: Pengaruh Promosi dan Citra Sekolah terhadap Keputusan Orang Tua dalam Memilih Sekolah di SMP Muhammadiyah Merauke Nur Lailly Enny Haryanti; Imelda Dian Rahmawati
Indonesian Journal of Innovation Studies Vol. 27 No. 2 (2026): April
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/ijins.v27i2.1755

Abstract

General Background: Parents consider multiple factors when selecting schools amid increasing competition among educational institutions. Specific Background: School promotion communicates educational services, while school image reflects perceived quality, reputation, values, and identity. Knowledge Gap: Previous studies have often examined promotion and school image separately, with limited evidence from the social and cultural context of Merauke. Aims: This study examines promotion and school image in parents’ decisions to choose SMP Muhammadiyah Merauke. Results: A quantitative survey of 123 seventh-grade parents was analyzed using simple and multiple linear regression. Promotion was not statistically significant (p = 0.334), whereas school image was significant (p = 0.000; B = 0.694). Simultaneously, both variables explained 55.6% of decision variance (R² = 0.556). Novelty: The study examines both variables simultaneously in a 3T border-region context. Implications: School management should prioritize service quality, institutional reputation, and contextually relevant communication. Key Findings Highlights Promotion was not statistically significant individually (p = 0.334). Institutional image showed a significant coefficient of B = 0.694. The joint model explained 55.6% of decision variance. Keywords: School Image, School Promotion, Parents’ Decision, Educational Marketing, School Selection
Co-Authors Imelda Dian Rahmawati