The Role of Marketing Mix on Parents' Decisions to Choose a Junior High School Boarding School through Word of Mouth

Abstract

The most important factor in human life is education. Education is one of the learning media to form characters that are influenced by human life, both personal and social. This research was conducted to determine and analyze the influence of the Word of Mouth and Marketing Mix on the decision of parents to choose a boarding school and to determine and analyze the role of Word of Mouth in mediating the influence of the Marketing Mix on the decision of parents to choose a school. This research belongs to the type of explanatory research, meaning research that explains the relationship between variables that test the hypothesis. The total population in this study consisted of 125 guardians of students. Determination of the sample using the census method where the total population is then used as a sample in this study. Data analysis techniques are part of a process with the stages of collecting research data. The author uses the technique statistical least Square (PLS). The results of this data analysis state that the Marketing Mix has a positive and significant effect on Word of Mouth. Word of Mouth and Marketing Mix have a positive and significant effect on the decision of parents to choose a school of junior high school boarding. And marketing indirectly has a significant effect on the decision of parents to choose junior high School Boarding in Tanggulangin Sidoarjo, Indonesia.