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All Journal International Journal of Social Science, Education, Communication and Economics International Journal of Education and Digital Learning (IJEDL)
Nur Sayidah
Universitas Dr. Soetomo Surabaya, Indonesia
Religion Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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Marketing Communication Strategy for Private School Promotion and Development Through Students' Parent Support: A Case Study at SD Gracia, Surabaya Joko Iswandono; Sri Utami Ady; Nur Sayidah
International Journal of Education and Digital Learning (IJEDL) Vol. 3 No. 3 (2025): International Journal of Education and Digital Learning (IJEDL)
Publisher : Lafadz Jaya Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ijedl.v3i3.222

Abstract

Elementary school education is a compulsory education and an important stage in the learning process, so choosing a wise elementary school is crucial. The large number of elementary schools in Indonesia, both public and private, has created fierce competition between educational institutions. Especially after the implementation of zoning regulations, private elementary schools have also been affected and some have been forced to stop operating due to a lack of students. In addition to improving the quality of education, schools are required to have an effective promotional strategy to attract the interest of the community as potential customers. One of the promotional strategies that can be applied is the promotional mix strategy. SD Gracia Surabaya, as one of the private elementary schools, also applies a promotional mix in its strategy. Therefore, this study focuses on discussing in depth how the promotional strategy implemented by SD Gracia Surabaya attracts the support of parents. This study uses a descriptive qualitative approach with a purposive sampling technique to determine the research sample. The data obtained consists of primary and secondary data collected through interviews, observations, and documentation. To ensure data validity, the researcher uses source triangulation and technical triangulation techniques. After the data is validated, data reduction, data presentation, and verification of conclusions are carried out in the analysis. The results of the study show that SD Gracia Surabaya implements a promotional mix strategy involving advertising, personal selling, and public relations activities.
The Role of Financial Literacy and Self-Control in Managing Students' Consumptive Behavior with PayLater Usage Decisions as a Mediating Variable Nova Adhitya Ananda; Sri Utami Ady; Nur Sayidah
International Journal of Social Science, Education, Communication and Economics (SINOMICS Journal) Vol. 3 No. 5 (2024): December
Publisher : Lafadz Jaya Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/sj.v3i5.420

Abstract

This study investigates the influence of Financial Literacy on Consumptive Behavior among students, with PayLater Usage as an intervening variable and Self-Control as a moderating variable. The rapid adoption of digital credit services, such as PayLater, has reshaped consumption patterns, particularly among young users, by promoting convenience and flexible payment options. This research aims to understand how financial literacy and self-control interact to influence students’ consumption behavior through PayLater usage. Using Structural Equation Modeling (SEM) with a sample of 100 students from the Faculty of Economics and Business at Universitas Teknologi Sumbawa, the study finds that Financial Literacy has a positive influence on both PayLater Usage and Consumptive Behavior. Interestingly, while financial literacy is generally expected to mitigate consumptive tendencies, it indirectly contributes to impulsive spending by encouraging the use of PayLater. PayLater Usage is identified as an intervening variable that strengthens the relationship between Financial Literacy and Consumptive Behavior, highlighting the role of convenience and perceived purchasing power in promoting consumption. Moreover, Self-Control negatively moderates the relationship between PayLater Usage and Consumptive Behavior, indicating that students with high self-control are less likely to exhibit impulsive spending despite using PayLater.
Co-Authors Joko Iswandono Nova Adhitya Ananda Sri Utami Ady