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All Journal International Journal of Social and Management Studies (IJOSMAS)
Hilmy, Istajib
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Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice

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Digital Transformation in Education Marketing: Leveraging the Marketing Mix Goestjahjanti, Franscisca Sestri; Hilmy, Istajib; Wihardjo, Mikael Tjokro; Novianto, Gerry Gideon; Yuliana; Marpaung, Handono
International Journal of Social and Management Studies Vol. 5 No. 4 (2024): August 2024
Publisher : IJOSMAS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5555/ijosmas.v5i4.428

Abstract

The purpose of this study is to examine and analyze the effect of marketing mix elements which include product, price, place, promotion, people, process, and physical evidence on parents' decisions in choosing a school for their children. This study uses primary data through a survey of 175 parents of active students who live in Tangerang. The collected data were processed and analyzed using SmartPLS software. The results of this study indicate that the six factors of the marketing mix have a positive and significant effect on the decision of parents to choose a school for their children, except for process factors that do not influence parents' decisions in choosing a school for their children An in-depth analysis of the managerial implications for school management and the social implications for society of the results of this study are discussed further in the discussion of this article.
Co-Authors Goestjahjanti, Franscisca Sestri Marpaung, Handono Novianto, Gerry Gideon Wihardjo, Mikael Tjokro Yuliana Yuliana