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All Journal Jurnal Wilayah dan Lingkungan Jurnal Tataloka JABE (Journal of Applied Business and Economic) Ekonomi dan Bisnis RESEARCH AND DEVELOPMENT JOURNAL OF EDUCATION (RDJE) Indonesian Journal of Society Development (IJSD) Jurnal Pengabdian Pancasila (JPP) Jurnal Mahasiswa Manajemen dan Akuntansi Duconomics Sci-meet (Education & Economics Science Meet) Jurnal Pengabdian Kepada Masyarakat Bangun Cipta, Rasa, & Karsa (Jurnal PKM BATASA) Jurnal Pengabdian Masyarakat dan Riset Pendidikan El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Jurnal Pendidikan Ekonomi, Perkantoran, dan Akuntansi Journal of Ekonomics, Finance, and Management Studies Journal of Development Economic and Digitalization
Artino, Adi
UNIVERSITAS INDRAPRASTA PGRI
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Journal : Jurnal Mahasiswa Manajemen dan Akuntansi

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Strategi Pemasaran Sekolah: Analisis Pengaruh Brand Image, Digital Marketing, dan Word of Mouth terhadap Keputusan Pilihan Siswa Karina Putri; Adimas Rois Adnan; Adi Artino
Jurnal Mahasiswa Manajemen dan Akuntansi Vol. 4 No. 2 (2025): Oktober : JUMMA'45: Jurnal Mahasiswa Manajemen dan Akuntansi
Publisher : Fakultas Ekonomi Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/jumma45.v4i2.5103

Abstract

This study aims to analyze the influence of Brand Image, Digital Marketing, and Word of Mouth (WOM) on students' decisions in choosing a school. In an increasingly competitive digital era, these three variables are considered essential in shaping perceptions and influencing prospective students' choices. The research employs a quantitative approach using multiple linear regression analysis. Data were collected through questionnaires distributed to student respondents and analyzed using validity tests, reliability tests, and classical assumption tests. The results show that all three independent variables significantly influence school choice decisions, both partially and simultaneously. WOM is found to be the most dominant factor affecting students' decisions, followed by Brand Image and Digital Marketing. The Adjusted R Square value of 0.622 indicates that 62.2% of the variation in student decisions can be explained by these three variables. These findings imply that educational institutions should focus their marketing strategies on strengthening word-of-mouth communication, building a positive brand image, and optimizing digital media to reach prospective students effectively.
Co-Authors Adimas Rois Adnan Anco Anco, Anco Andry Nurmansyah Annisa Lutfia Apipudin Arif Maulana Bambang Juanda Darwin Hartono Deri Apriadi Dona Fitria Endy Grade Tampubolon Fidhyallah, Nadya Fadillah Hengki Sikumbang Indri Arrafi Juliannisa Karina Putri Kurjono - Kusumaningtyas, Daru Putri Kusumaningtyas, Daru Putri La Ode Marihi Lestari, Mutiara Putri Lutfia, Annisa Maula, Farij Ibadil Merry Fithriani Miftah Faiz Ali Ramdhani Muhammad Hidayat Paulus Laratmase Ria Kristia Fatmasari Rosdiana Rudi Iskandar Siska Maya Sri Mulatsih Sulaiman Efendi Siregar Tania Dwika Putri, Tania Dwika Tobari Try Wahyu Utami Zakiah, Rizka