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p-Index From 2021 - 2026
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All Journal Indonesian Journal of Islamic Economics and Finance
Vidtris Chandra
Sekolah Tinggi Ilmu Ekonomi IBMT, Surabaya
Economics, Econometrics & Finance Social Sciences

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Determinants of Students' Enrollment Decisions at Prisma Professional Course and Training Institute, Surabaya Vidtris Chandra; Suyono Suyono; Handy Aribowo
Indonesian Journal of Islamic Economics and Finance Vol. 6 No. 2 (2026)
Publisher : Institut Agama Islam Sunan Giri Ponorogo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37680/ijief.v6i2.10420

Abstract

This study examines the influence of social media, Word of Mouth (WoM), Brand Image, and Price on students’ decision to enroll at LKP Prisma Profesional Surabaya. A quantitative causal approach was applied to 94 respondents selected through purposive sampling. Data were collected using an online questionnaire and analyzed through multiple linear regression with IBM SPSS Statistics. The results show that Social Media has no significant effect on enrollment decisions (p = 0.837), while WoM (p = 0.024), Brand Image (p = 0.043), and Price (p = 0.000) have significant positive effects. Price is the strongest predictor (β = 0.427). Simultaneously, all four variables significantly influence enrollment decisions (F = 66.376; p < 0.001). These findings highlight the importance of price, recommendations, and institutional reputation in enrollment decisions.
Co-Authors Handy Aribowo Suyono Suyono