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p-Index From 2021 - 2026
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All Journal Eduscape: Journal of Education Insight Commercium: Journal of Business and Management
Ahmad Mundzir
Universitas Paramadina
Decision Sciences, Operations Research & Management Education Other

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The ACDAL Framework for Parents’ Customer Journey in School Choice through Social Media Content Ahmad Mundzir; Iyus Wiadi
Commercium : Journal of Business and Management Vol. 4 No. 1 (2026): February 2026
Publisher : PT Penerbit Ilmiah Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/commercium.v4i1.1093

Abstract

The growing role of digital platforms in educational marketing has transformed how parents engage with schools before making enrollment decisions. Previous studies have examined social media as a tool for branding and communication, yet few have explored its function as structured touchpoints within the customer journey of parents. This study introduces the ACDAL framework (Awareness, Consideration, Decision, Action, and Loyalty) to map parental engagement across different stages of school choice. Using a qualitative case study approach, data were collected from seven parents and documentation of Facebook and Instagram content published by a private junior high school in Tasikmalaya, Indonesia. Data were analyzed through content analysis to identify patterns of interaction between parents and school-generated content. The findings suggest that awareness is primarily stimulated by academic achievements and visually appealing content; consideration emerges through testimonials and program highlights; decision-making is influenced by responsive communication and transparent information; action is reflected in online and offline enrollment; and loyalty is strengthened by continuous publication of student activities and achievements. These results indicate that social media content functions as critical digital touchpoints along the parental customer journey. The study contributes to the literature by extending the customer journey model to educational settings using ACDAL and offers practical insights for schools seeking to design effective social media strategies to attract and retain parental trust.
MAHIR Model: Redefining Scout Leadership Competence Ahmad Mundzir; Lina Marlina
Eduscape : Journal of Education Insight Vol. 4 No. 1 (2026): January 2026
Publisher : PT Penerbit Ilmiah Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/eduscape.v4i1.1091

Abstract

In Indonesia, Scout leadership has traditionally been defined through administrative certification programs such as the Basic and Advanced Training Courses (KMD and KML). However, certification alone does not necessarily represent the full range of competencies required for guiding, inspiring, and nurturing young people. This article introduces the MAHIR Model as a conceptual framework to redefine Scout leadership competence beyond administrative recognition. MAHIR stands for Mentorship, Active Learning Facilitator, Humanistic, Inspirational, and Service-Oriented. These five dimensions integrate core Scouting values with contemporary theoretical perspectives including Positive Youth Development, Self-Determination Theory, Social and Emotional Learning, psychological safety, and servant leadership. The model emphasizes a shift from certificate-based recognition to competency-based evaluation, focusing on pedagogical quality, character formation, and measurable leadership performance. A mixed-method validation approach is proposed, combining Likert-type self-assessments with structured observation rubrics to capture both perceptual and behavioral aspects of leadership. The article contributes theoretically by redefining the meaning of qualified Scout leadership, methodologically by proposing an empirically testable framework, and practically by offering a pathway to professionalize Scout leadership in Indonesia’s non-formal education system.
Co-Authors Iyus Wiadi Lina Marlina