Citra dan Promosi dalam Mempengaruhi Kepercayaan Benevolence serta Dampaknya pada Minat Masyarakat pada Lembaga Pendidikan: Image and Promotion in Influencing Benevolence Beliefs and Their Impact on Public Interest in Educational Institutions - Nurpatimah, Shinta; Mulyanto, Heru (EKOMABIS: Jurnal Ekonomi Manajemen Bisnis, 2025)
Citra yang dimiliki sekolah dan promosi yang dilakukan berperan penting dalam mendorong kepercayaan benevolence dan minat. Penelitian ini bertujuan menganaliis citra dan promosi dalam mempengaruhi kepercayaan benevolence serta dampaknya pada minat masyarakat. Penelitian dilakukan di cileungsi dengan mengambil 76 responden yaitu orang tua siswa kelas 6 di wilayah Cileungsi. Data diperoleh dari kuesiober yang diberikan kepada responden dan dianalisis menggunakan model struktural (SmartPLS 4). Penelitian menghasilkan temuan bahwa kepercayaan benevolence berpengaruh terhadap minat; citra tidak berpengaruh terhadap kepercayaan benevolence; dan kepercayaan benevolence tidak memediasi citra terhadap minat. Penelitian juga menghasilkan temuan bahwa promosi berpengaruh terhadap kepercayaan benevolence; dan kepercayaan benevolence memediasi promosi terhadap minat masyarakat. The image of the school and the promotion carried out play an important role in encouraging benevolence beliefs and interest. This study aims to analyze the image and promotion in influencing benevolence beliefs and their impact on public interest. The study was conducted in Cileungsi by taking 76 respondents, namely parents of 6th grade students in the Cileungsi area. Data were obtained from questionnaires given to respondents and analyzed using a structural model (SmartPLS 4). The study found that benevolence beliefs influenced interest; image did not influence benevolence beliefs; and benevolence beliefs did not mediate image on interest. The study also found that promotion influenced benevolence beliefs; and benevolence beliefs mediated promotion on public interest.