Determinants of Students' Enrollment Decisions at Prisma Professional Course and Training Institute, Surabaya

Vidtris Chandra (Sekolah Tinggi Ilmu Ekonomi IBMT, Surabaya)
Suyono Suyono (Sekolah Tinggi Ilmu Ekonomi IBMT, Surabaya)
Handy Aribowo (Sekolah Tinggi Ilmu Ekonomi IBMT, Surabaya)

Indonesian Journal of Islamic Economics and Finance
Vol. 6 No. 2 (2026)

This study examines the influence of social media, Word of Mouth (WoM), Brand Image, and Price on students’ decision to enroll at LKP Prisma Profesional Surabaya. A quantitative causal approach was applied to 94 respondents selected through purposive sampling. Data were collected using an online questionnaire and analyzed through multiple linear regression with IBM SPSS Statistics. The results show that Social Media has no significant effect on enrollment decisions (p = 0.837), while WoM (p = 0.024), Brand Image (p = 0.043), and Price (p = 0.000) have significant positive effects. Price is the strongest predictor (β = 0.427). Simultaneously, all four variables significantly influence enrollment decisions (F = 66.376; p < 0.001). These findings highlight the importance of price, recommendations, and institutional reputation in enrollment decisions.