The role of service marketing mix on the decision to choose a school: an empirical study on elementary schools
This study aims to analyze the effect of the service marketing mix, including Product, Price, Place, Promotion, People, Process, and Physical Evidence, on parents’ decision-making in choosing elementary schools. This type of research is descriptive analysis. The research sample is parents or guardia...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Indonesian Institute for Counseling, Education and Therapy (IICET)
2021-11-01
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| Series: | JPPI (Jurnal Penelitian Pendidikan Indonesia) |
| Subjects: | |
| Online Access: | https://jurnal.iicet.org/index.php/jppi/article/view/1177 |
| _version_ | 1811308226801565696 |
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| author | Syarif Iskandar Burhan Rifuddin Dodi Ilham Rahmat Rahmat |
| author_facet | Syarif Iskandar Burhan Rifuddin Dodi Ilham Rahmat Rahmat |
| author_sort | Syarif Iskandar |
| collection | DOAJ |
| description | This study aims to analyze the effect of the service marketing mix, including Product, Price, Place, Promotion, People, Process, and Physical Evidence, on parents’ decision-making in choosing elementary schools. This type of research is descriptive analysis. The research sample is parents or guardians of elementary school students totaling 321 people in Palopo; the sampling technique used is a simple random sampling method. The data collection technique used was an online questionnaire via Google Form. The data analysis method used is Structural Equation Modeling (SEM) analysis with data processing tools using SmartPLS 3.0 software. The results of data analysis show that: Product, Price, Place, Promotion, People, Process, and Physical Evidence have a positive and significant effect on the decision to choose an elementary school in Palopo. The novelty of this research is the relationship model of the service marketing mix to the decision to choose an elementary school. |
| first_indexed | 2024-04-13T09:19:25Z |
| format | Article |
| id | doaj.art-eda2914c89b7474e9911183fa7d835be |
| institution | Directory Open Access Journal |
| issn | 2477-8524 2502-8103 |
| language | English |
| last_indexed | 2024-04-13T09:19:25Z |
| publishDate | 2021-11-01 |
| publisher | Indonesian Institute for Counseling, Education and Therapy (IICET) |
| record_format | Article |
| series | JPPI (Jurnal Penelitian Pendidikan Indonesia) |
| spelling | doaj.art-eda2914c89b7474e9911183fa7d835be2022-12-22T02:52:40ZengIndonesian Institute for Counseling, Education and Therapy (IICET)JPPI (Jurnal Penelitian Pendidikan Indonesia)2477-85242502-81032021-11-017346947610.29210/020211177764The role of service marketing mix on the decision to choose a school: an empirical study on elementary schoolsSyarif Iskandar0Burhan Rifuddin1Dodi Ilham2Rahmat Rahmat3Institut Agama Islam Negeri PalopoInstitut Agama Islam Negeri PalopoInstitut Agama Islam Negeri PalopoInstitut Agama Islam Negeri PalopoThis study aims to analyze the effect of the service marketing mix, including Product, Price, Place, Promotion, People, Process, and Physical Evidence, on parents’ decision-making in choosing elementary schools. This type of research is descriptive analysis. The research sample is parents or guardians of elementary school students totaling 321 people in Palopo; the sampling technique used is a simple random sampling method. The data collection technique used was an online questionnaire via Google Form. The data analysis method used is Structural Equation Modeling (SEM) analysis with data processing tools using SmartPLS 3.0 software. The results of data analysis show that: Product, Price, Place, Promotion, People, Process, and Physical Evidence have a positive and significant effect on the decision to choose an elementary school in Palopo. The novelty of this research is the relationship model of the service marketing mix to the decision to choose an elementary school.https://jurnal.iicet.org/index.php/jppi/article/view/1177service marketing mix, decision making, elementary school |
| spellingShingle | Syarif Iskandar Burhan Rifuddin Dodi Ilham Rahmat Rahmat The role of service marketing mix on the decision to choose a school: an empirical study on elementary schools JPPI (Jurnal Penelitian Pendidikan Indonesia) service marketing mix, decision making, elementary school |
| title | The role of service marketing mix on the decision to choose a school: an empirical study on elementary schools |
| title_full | The role of service marketing mix on the decision to choose a school: an empirical study on elementary schools |
| title_fullStr | The role of service marketing mix on the decision to choose a school: an empirical study on elementary schools |
| title_full_unstemmed | The role of service marketing mix on the decision to choose a school: an empirical study on elementary schools |
| title_short | The role of service marketing mix on the decision to choose a school: an empirical study on elementary schools |
| title_sort | role of service marketing mix on the decision to choose a school an empirical study on elementary schools |
| topic | service marketing mix, decision making, elementary school |
| url | https://jurnal.iicet.org/index.php/jppi/article/view/1177 |
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