Strategy To Enhance Enrollment In Private Primary Schools By Influencing Parental School Choice Decisions
DOI:
https://doi.org/10.23887/jpiundiksha.v13i2.70358Keywords:
Private Primary Schools, School Choice Decision, School Image, Marketing MixAbstract
Annually, private elementary schools increase, signifying heightened competition. Schools make diverse efforts to sustain themselves. One research focus is school choice decisions. The research objectives are to analyze the factors influencing the private school choice decision and develop strategies to increase the number of students through the choice decision of private primary schools. They are employing a quantitative approach through a survey method with 87 parents or guardians of SDIT Mauritaniyyah students for PLS-SEM analysis. Surveys were also conducted with five experts for the AHP technique, involving school principals, vice heads of public relations, primary school supervisors, education practitioners, and academic educators. The research results indicate that the marketing mix significantly influences the school image and the choice decision of private primary schools. Religiosity and reference group do not significantly influence the choice decision of private primary schools, whereas the school image significantly influences the choice decision of private primary schools. In order to increase student enrollment, strategies prioritize enhancing the school image, exceptionally competent human resources in their fields with a focus on the people aspect, and emphasizing the development of high-quality teachers.
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