Pengaruh Service Marketing Mix terhadap Keputusan Orangtua Memilih Smp Islam Terpadu di Kota Pekanbaru
DOI:
https://doi.org/10.58192/wawasan.v4i2.4367Keywords:
Integrated Islamic Junior High School, Parents’ Decision, Service Marketing Mix, Trust, Trust in EducationAbstract
This study aims to analyze the effect of service marketing mix elements, namely Product, Promotion, People, Process, and Physical Evidence, on Parents’ Decision in choosing Integrated Islamic Junior High Schools in Pekanbaru City, with Trust as a mediating variable. The study employed a quantitative approach with an explanatory method. The sample consisted of 120 respondents selected using Stratified Quota Sampling from 65 Integrated Islamic Junior High Schools in Pekanbaru City. Data were collected through Likert-scale questionnaires, observation, and documentation. Data analysis was conducted using Structural Equation Modeling-Partial Least Square (SEM-PLS). The results showed that Product, Promotion, People, Process, and Physical Evidence had a positive and significant effect on Parents’ Decision as well as on the formation of Trust. However, Trust did not significantly affect Parents’ Decision, indicating that Trust was unable to mediate the relationship between the service marketing mix and Parents’ Decision. The findings indicate that technical factors of the service marketing mix have a more dominant influence on Parents’ Decision than emotional factors such as Trust. Educational product quality, promotional strategies, professionalism of people, service process convenience, and physical evidence quality are the main factors in enhancing school attractiveness within a competitive education market.
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