The influence of quality, reputation, social media marketing, emotional value, spiritual value, and word of mouth on intention to enroll in private schools
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Feb 25, 2025
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Abstract
The study aims to analyze the factors that influence parents' intentions in choosing private schools for their children in and around Jakarta. The research method used is quantitative, with surveys conducted through the distribution of online questionnaires. The factors analyzed included spiritual value, quality, reputation, social media marketing, emotional value, and word of mouth. The results of a study with 180 respondents using PLS-SEM showed that all these factors had a significant influence on parents' intentions to enroll their children in private schools. Based on IPMA analysis, emotional value factors have the strongest influence, followed by reputation, social media marketing, word of mouth, spiritual value, and quality. The managerial implications of this study emphasize the importance of focusing on activities that enhance positive emotions, strengthening reputation, quality of service, and effective marketing strategies. The research has made important contributions to understanding the factors that influence parents' intentions in choosing private schools, as well as providing insights for private schools to focus on these factors in order to increase parents' interest in selecting their schools
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How to Cite
Rantedoping, R., & Wuisan, D. S. S. (2025). The influence of quality, reputation, social media marketing, emotional value, spiritual value, and word of mouth on intention to enroll in private schools. Enrichment : Journal of Management, 14(6), 1099-1108. https://doi.org/10.35335/enrichment.v14i6.2193
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Fazal-e-Hasan, S. M., Ahmadi, H., Mortimer, G., Grimmer, M., & Kelly, L. (2018). Examining the role of consumer hope in explaining the impact of perceived brand value on customer–brand relationship outcomes in an online retailing environment. Journal of Retailing and Consumer Services, 41(November 2017), 101–111. https://doi.org/10.1016/j.jretconser.2017.12.004
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Hameed, I., Akram, U., Khan, Y., Khan, N. R., & Hameed, I. (2024). Exploring consumer mobile payment innovations: An investigation into the relationship between coping theory factors, individual motivations, social influence and word of mouth. Journal of Retailing and Consumer Services, 77(November 2023), 103687. https://doi.org/10.1016/j.jretconser.2023.103687
Hodge, D. R., & Reynolds, C. (2019). Spirituality among People with Disabilities: A Nationally Representative Study of Spiritual and Religious Profiles. Health and Social Work, 44(2), 75–85. https://doi.org/10.1093/hsw/hly035
Kumoro W.B, & Krisprimandoyo D.A. (2023). The Effect of Service Quality, Reputation, and Perceived Price on Purchase Decisions with Customer Satisfaction as an Intervening Variable (Study on Parents of Students at Ciputra School Surabaya). Sinergi : Jurnal Ilmiah Ilmu Manajemen, 13(2), 83–94. https://doi.org/10.25139/sng.v13i2.7103
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51–70. https://doi.org/10.1007/s11747-020-00733-3
Li, F., Larimo, J., & Leonidou, L. C. (2023). Social media in marketing research: Theoretical bases, methodological aspects, and thematic focus. Psychology and Marketing, 40(1), 124–145. https://doi.org/10.1002/mar.21746
Maharani, B. D., & Purnamarini, T. R. (2022). Aplikasi Theory of Consumption Value Terhadap Intensi Pembelian Produk Ramah Lingkungan. Ecobisma (Jurnal Ekonomi, Bisnis Dan Manajemen), 9(2), 103–113. https://doi.org/10.36987/ecobi.v9i2.2448
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Mingione, M., Cristofaro, M., & Mondi, D. (2020). “If I give you my emotion, what do I get?” Conceptualizing and measuring the co-created emotional value of the brand. Journal of Business Research, 109(December 2018), 310–320. https://doi.org/10.1016/j.jbusres.2019.11.071
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Nazidin Mohamed, N., Ismail, I., & Haron, H. (2019). The Intention to Enroll among Students of Private Higher Learning Institutions. KnE Social Sciences, 2019, 498–510. https://doi.org/10.18502/kss.v3i22.5069
Ngan, N. T., & Khoi, B. H. (2020). University reputation in the relationship between service quality and learner’s behavioral intention. International Journal of Advanced Science and Technology, 29(4 Special Issue), 1886–1896.
Perwita, D., & Widuri, R. (2023). Telaah pendidikan: preferensi orang tua memilih sekolah swasta daripada sekolah negeri. EQUILIBRIUM : Jurnal Ilmiah Ekonomi Dan Pembelajarannya, 11(1), 64. https://doi.org/10.25273/equilibrium.v11i1.14779
Raco, J., Sobon, K., & Ohoitimur, J. (2019). Spirituality: The Power of Entrepreneurship Johanis Ohoitimur Spirituality: The Power of Entrepreneurship. Emerging Markets Journal, 9(1). https://doi.org/10.5195/emaj.2019.161
Rizard, S. R., Waluyo, B., & Jaswir, I. (2023). Impact of brand equity and service quality on the reputation of universities and students’ intention to choose them: The case of IIUM and UIN. F1000Research, 11, 1–21. https://doi.org/10.12688/f1000research.122386.2
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Simiyu, G., Bonuke, R., & Komen, J. (2020). Social media and students’ behavioral intentions to enroll in postgraduate studies in Kenya: a moderated mediation model of brand personality and attitude. Journal of Marketing for Higher Education, 30(1), 66–86. https://doi.org/10.1080/08841241.2019.1678549
Simiyu, G., Komen, J., & Bonuke, R. (2019). Social Media, External Prestige and Students’ Attitude towards Postgraduate Enrollment. SEISENSE Journal of Management, 2(5), 1–19. https://doi.org/10.33215/sjom.v2i5.186
Sofia, E., Yuliati, L. N., Hartoyo, H., & Soehadi, A. W. (2022). The Analysis of Brand Extension Reputation on the Intention in Choosing Private University in Indonesia. AL-ISHLAH: Jurnal Pendidikan, 14(3), 2813–2822. https://doi.org/10.35445/alishlah.v14i3.1941
Solomon, M. R. (2020). EDITION onsumer Behavior.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer Perceived Value “The Development of Retailling.” Jurnal Ritel, 77 (2), 203–220.
Tiara Octavia, E., . I., & Sholikah, M. (2020). How Do School Facilities Affect School Quality? Case Study in Vocational High School at Pati, Indonesia. KnE Social Sciences, 2020(19), 865–881. https://doi.org/10.18502/kss.v4i6.6648
Chandra, A. (2020). Pengaruh Word Of Mouth dan Kualitas Pelayanan terhadap Keputusan Mendaftar dengan Kualitas Prodi sebagai Variabel Moderating di Universitas Catur Insani Cendekia. Jurnal Ekonomi Perusahaan, 27(2), 69. http://jurnal.kwikkiangie.ac.id/index.php/JEP/article/view/731%0Ahttps://jurnal.kwikkiangie.ac.id/index.php/JEP/article/download/731/489
Chen, S. C., & Lin, C. P. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting and Social Change, 140(July 2018), 22–32. https://doi.org/10.1016/j.techfore.2018.11.025
Fazal-e-Hasan, S. M., Ahmadi, H., Mortimer, G., Grimmer, M., & Kelly, L. (2018). Examining the role of consumer hope in explaining the impact of perceived brand value on customer–brand relationship outcomes in an online retailing environment. Journal of Retailing and Consumer Services, 41(November 2017), 101–111. https://doi.org/10.1016/j.jretconser.2017.12.004
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (Third Edit). SAGE Publications.
Hameed, I., Akram, U., Khan, Y., Khan, N. R., & Hameed, I. (2024). Exploring consumer mobile payment innovations: An investigation into the relationship between coping theory factors, individual motivations, social influence and word of mouth. Journal of Retailing and Consumer Services, 77(November 2023), 103687. https://doi.org/10.1016/j.jretconser.2023.103687
Hodge, D. R., & Reynolds, C. (2019). Spirituality among People with Disabilities: A Nationally Representative Study of Spiritual and Religious Profiles. Health and Social Work, 44(2), 75–85. https://doi.org/10.1093/hsw/hly035
Kumoro W.B, & Krisprimandoyo D.A. (2023). The Effect of Service Quality, Reputation, and Perceived Price on Purchase Decisions with Customer Satisfaction as an Intervening Variable (Study on Parents of Students at Ciputra School Surabaya). Sinergi : Jurnal Ilmiah Ilmu Manajemen, 13(2), 83–94. https://doi.org/10.25139/sng.v13i2.7103
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51–70. https://doi.org/10.1007/s11747-020-00733-3
Li, F., Larimo, J., & Leonidou, L. C. (2023). Social media in marketing research: Theoretical bases, methodological aspects, and thematic focus. Psychology and Marketing, 40(1), 124–145. https://doi.org/10.1002/mar.21746
Maharani, B. D., & Purnamarini, T. R. (2022). Aplikasi Theory of Consumption Value Terhadap Intensi Pembelian Produk Ramah Lingkungan. Ecobisma (Jurnal Ekonomi, Bisnis Dan Manajemen), 9(2), 103–113. https://doi.org/10.36987/ecobi.v9i2.2448
Mamun-ur-Rashid, M. (2023). Quality of government secondary school services in regional Bangladesh. Heliyon, 9(1), e12674. https://doi.org/10.1016/j.heliyon.2022.e12674
Martín-Miguel, J., Prado-Román, C., Cachón-Rodríguez, G., & Avendaño-Miranda, L. L. (2020). Determinants of reputation at private graduate online schools. Sustainability (Switzerland), 12(22), 1–18. https://doi.org/10.3390/su12229659
Mingione, M., Cristofaro, M., & Mondi, D. (2020). “If I give you my emotion, what do I get?” Conceptualizing and measuring the co-created emotional value of the brand. Journal of Business Research, 109(December 2018), 310–320. https://doi.org/10.1016/j.jbusres.2019.11.071
Nabilah Yasmin Rajaa, S. T. I. E. S., & Nurtantiono Andri, S. T. I. E. S. (2021). Nabilah, Yasmin R., and Andri Nurtantiono. “Pengaruh Word Of Mouth (Wom), Kualitas Pelayanan, Keamanan dan Kepercayaan terhadap Keputusan Konsumen Menggunakan Jasa Transportasi Online Grabbike di Kota Surakarta.” Jurnal Ilmiah Edunomika, vol. 5, no. 1, 20. 05(01), 47–61.
Nagoya, R., Bernarto, , I, & Antonio, F. (2021). Factors Affecting University Selection During Pandemic : a Study on Indonesian High School Students. Conference Series, 3(1), 189–201.
Nasikah, D., & Fuadi, S. (2022). Tokopedia. Tujuan penelitian ini adalah untuk mengetahui apakah variabel-variabel tersebut memperkuat pengaruh keputusan pembelian pada. Jurnal Manajemen, 16(1), 162–173.
Nazidin Mohamed, N., Ismail, I., & Haron, H. (2019). The Intention to Enroll among Students of Private Higher Learning Institutions. KnE Social Sciences, 2019, 498–510. https://doi.org/10.18502/kss.v3i22.5069
Ngan, N. T., & Khoi, B. H. (2020). University reputation in the relationship between service quality and learner’s behavioral intention. International Journal of Advanced Science and Technology, 29(4 Special Issue), 1886–1896.
Perwita, D., & Widuri, R. (2023). Telaah pendidikan: preferensi orang tua memilih sekolah swasta daripada sekolah negeri. EQUILIBRIUM : Jurnal Ilmiah Ekonomi Dan Pembelajarannya, 11(1), 64. https://doi.org/10.25273/equilibrium.v11i1.14779
Raco, J., Sobon, K., & Ohoitimur, J. (2019). Spirituality: The Power of Entrepreneurship Johanis Ohoitimur Spirituality: The Power of Entrepreneurship. Emerging Markets Journal, 9(1). https://doi.org/10.5195/emaj.2019.161
Rizard, S. R., Waluyo, B., & Jaswir, I. (2023). Impact of brand equity and service quality on the reputation of universities and students’ intention to choose them: The case of IIUM and UIN. F1000Research, 11, 1–21. https://doi.org/10.12688/f1000research.122386.2
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2022). Handbook of Market Research. In Handbook of Market Research (Issue July). https://doi.org/10.1007/978-3-319-05542-8
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach: Vol. 7th editio. Wiley.
Simiyu, G., Bonuke, R., & Komen, J. (2020). Social media and students’ behavioral intentions to enroll in postgraduate studies in Kenya: a moderated mediation model of brand personality and attitude. Journal of Marketing for Higher Education, 30(1), 66–86. https://doi.org/10.1080/08841241.2019.1678549
Simiyu, G., Komen, J., & Bonuke, R. (2019). Social Media, External Prestige and Students’ Attitude towards Postgraduate Enrollment. SEISENSE Journal of Management, 2(5), 1–19. https://doi.org/10.33215/sjom.v2i5.186
Sofia, E., Yuliati, L. N., Hartoyo, H., & Soehadi, A. W. (2022). The Analysis of Brand Extension Reputation on the Intention in Choosing Private University in Indonesia. AL-ISHLAH: Jurnal Pendidikan, 14(3), 2813–2822. https://doi.org/10.35445/alishlah.v14i3.1941
Solomon, M. R. (2020). EDITION onsumer Behavior.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer Perceived Value “The Development of Retailling.” Jurnal Ritel, 77 (2), 203–220.
Tiara Octavia, E., . I., & Sholikah, M. (2020). How Do School Facilities Affect School Quality? Case Study in Vocational High School at Pati, Indonesia. KnE Social Sciences, 2020(19), 865–881. https://doi.org/10.18502/kss.v4i6.6648