ANALISIS PENGARUH DIGITAL MARKETING DAN RELATIONSHIP MARKETING TERHADAP MINAT ORANG TUA MENYEKOLAHKAN ANAK DI SMP STRADA BHAKTI UTAMA JAKARTA SELATAN DENGAN KEPERCAYAAN SEBAGAI VARIABEL INTERVENING - Fransisca Thias Fajaryanti; Asriana Kibtiyah; Lussia Mariesti (JOURNAL OF SCIENCE AND SOCIAL RESEARCH, 2026)
Abstract: The development of digital technology has driven changes in people's behavior, particularly parents', in seeking information and making school choices through digital media. This situation requires private schools in urban areas to implement effective digital marketing and relationship marketing strategies to build trust and increase parental interest in sending their children to school. This study aims to analyze the influence of digital marketing and relationship marketing on parental interest in sending their children to school at Strada Bhakti Utama Middle School in South Jakarta, with trust as a mediating variable. This study used a quantitative approach with a survey method. Sampling was conducted using non-probability sampling with a purposive sampling technique. Respondents in this study were 66 parents of fifth- and sixth-grade students at Strada Bhakti Utama Elementary School. Data were collected through a Google Form questionnaire distributed to respondents. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS software. The results showed that digital marketing did not have a positive and significant effect on trust, nor did it have a positive and significant effect on parental interest in sending their children to school. Conversely, relationship marketing had a positive and significant effect on trust, but not on parental interest. Furthermore, trust did not have a positive and significant effect on parental interest in sending their children to school. The mediation test results also showed that trust was unable to mediate the influence of digital marketing or relationship marketing on parental interest. Keyword: Digital Marketing, Relationship Marketing, Parental Interest, Trust. Abstrak: Perkembangan teknologi digital telah mendorong perubahan perilaku masyarakat, khususnya orang tua, dalam mencari informasi dan menentukan pilihan sekolah melalui media digital. Kondisi ini menuntut sekolah swasta di wilayah urban untuk mengimplementasikan strategi digital marketing dan relationship marketing secara efektif guna membangun kepercayaan dan meningkatkan minat orang tua menyekolahkan anak. Penelitian ini bertujuan untuk menganalisis pengaruh digital marketing dan relationship marketing terhadap minat orang tua menyekolahkan anak di SMP Strada Bhakti Utama Jakarta Selatan, dengan kepercayaan sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Pengambilan sampel menggunakan non-probability sampling, dengan teknik purposive sampling. Responden dalam penelitian ini adalah 66 orang tua murid kelas 5 dan 6 SD Strada Bhakti Utama, dan data dikumpulkan melalui kuesioner berupa google form yang disebarkan kepada responden, serta dianalisis menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM) dengan bantuan perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa digital marketing tidak berpengaruh positif dan signifikan terhadap kepercayaan, serta tidak berpengaruh positif dan signifikan terhadap minat orang tua menyekolahkan anak. Sebaliknya, relationship marketing berpengaruh positif dan signifikan terhadap kepercayaan, namun tidak berpengaruh signifikan terhadap minat orang tua. Selain itu, kepercayaan tidak berpengaruh positif dan signifikan terhadap minat orang tua menyekolahkan anak. Hasil uji mediasi juga menunjukkan bahwa kepercayaan tidak mampu memediasi pengaruh digital marketing maupun relationship marketing terhadap minat orang tua. Kata kunci: Digital Marketing, Relationship Marketing, Minat Orang Tua, Kepercayaan.