Main Article Content

Abstract

This study aims to analyze and determine the effect of marketing strategy variables and service quality on parents' decisions. In this study, the dimensions of marketing strategies include products, prices, promotions, places, people, processes and physical evidence. Service quality dimensions include reliability, responsiveness, confidence, empathy and tangibility. Quantitative methods with multiple linear regression analysis were processed using SPSS for windows version 22. The results showed that there were simultaneously the effects of marketing strategy and service quality variables on parents' decisions. Partially, the marketing strategy variable did not significantly influence the parents' decisions at PAUD Al Hidayah Pertiwi. While service quality variables significantly influence the decisions of parents of students in PAUD Al Hidayah Pertiwi.

Keywords

Marketing Strategy, Service Quality, Parents' Decisions.

Article Details

References

  1. Astuti, R., Silalahi, R. L. R., & Wijaya, G. D. P. (2015). Marketing Strategy Based on Marketing Mix Influence on Purchasing Decisions of Malang Apples Consumers at Giant Olympic Garden Mall (MOG), Malang City, East Java Province, Indonesia. Agriculture and Agricultural Science Procedia, 67–71. https://doi.org/10.1016/j.aaspro.2015.01.015
  2. Gultom, D. K., Ginting, P., & Sembiring, B. K. (2014). Pengaruh Bauran Pemasaran Jasa dan Kualitas Pelayanan Terhadap Mahasiswa Program Studi Manajemen Fakultas Ekonomi Universitas Muhammadiyah Sumatera Utara. Manajemen Dan Bisnis, 14(1), 21–33. Retrieved from http://jurnal.umsu.ac.id/index.php/mbisnis/article/view/113/58
  3. Hadikoemoro, S. (2002). A comparison of public and private university students’ expectations and perceptions of service quality in Jakarta, Indonesia. Retrieved from http://search.proquest.com/docview/305440753?accountid=13771
  4. Khasanah, N. (2012). Faktor-Faktor Yang Mempengaruhi Orang Tua Dalam Pengambilan Keputusan Memilih Sekolah Dasar Swasta (SD Virgo Maria 2 dan SDIP. H. Soebandi Kecamatan Bawen Kabupaten Semarang). Satya Widya, 28(2), 137–146. https://doi.org/10.24246/j.sw.2012.v28.i2.p137-146
  5. Kristiani, N. (2016). Faktor-Faktor yang Mempengaruhi Keputusan Orang Tua Siswa Memilih SD Kasatriyan Surakarta. Jurnal Manajemen Maranatha, 16(1), 91–118. Retrieved from https://journal.maranatha.edu/index.php/jmm/article/view/8
  6. Prentice, G., Brady, J., & McLaughlin, C. (2018). Education Service Quality, Value and Satisfaction on Student Customer Intentions and Behaviour. DBS Business Review, 2, 89–112. https://doi.org/10.22375/dbr.v2i0.27
  7. Rehman, N. U., Khan, J., Tariq, M., & Tasleem, S. (2010). Determinants of parents’ choice in selection of private schools for their children in district Peshawar of Khyber Pakhtunkhwa Province. European Journal of Scientific Research, 44(2), 177–187. Retrieved from https://www.researchgate.net/publication/266874609_Determinants_of_Parents’_Choice_in_Selection_of_Private_Schools_for_their_Children_in_District_Peshawar_of_Khyber_Pakhunkhwa_Province/link/54de119f0cf2814662ecd739/download
  8. Rosha, Z., Wati, L., & Dharma., S. (2017). Faktor-Faktor yang Mempengaruhi Orang Tua dalam Pengambilan Keputusan Memilih Sekolah Dasar Islam Al-Azhar 32 Padang. E-Jurnal Apresiasi Ekonomi, 5(3), 139–147. Retrieved from http://stiepasaman.ac.id/ojsapresiasiekonomi/index.php/apresiasiekonomi/article/view/131/182
  9. Simmons, P., Dowell, D., & Small, F. (2013). The influence of fairness on university student satisfaction. International Journal of Assessment and Evaluation, 19(1), 1–16.
  10. Tuan, N. M. (2012). Effects of service quality and price fairness on student satisfaction. International Journal of Business and Social Science, 3(19), 132–150. Retrieved from http://ijbssnet.com/journals/Vol_3_No_19_October_2012/15.pdf