Adabiyah: Jurnal Pendidikan Islam
Vol 5 (2023): September
Policy on Islamic Education

The Role of The Word of Mouth Mediate The Effect of The Marketing Mix on The Decision of Student Parents to Choose Muhammadiyah School
Peran Word of Mouth Memediasi Pengaruh Marketing Mix terhadap Keputusan Orang Tua Siswa Memilih Sekolah Muhammadiyah


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  • Jindan Alwifaqi,
  • Rita Ambarwati
Jindan Alwifaqi
Universitas Muhammadiyah Sidoarjo, Indonesia
Rita Ambarwati
Universitas Muhammadiyah Sidoarjo, Indonesia
DOI: https://doi.org/10.21070/adabiyah.v5i0.1674
Published October 24, 2022
Keywords
  • Word Of Mouth,
  • Parents' decision to choose schools,
  • Marketing Mix
How to Cite
Alwifaqi, J., & Ambarwati, R. (2022). The Role of The Word of Mouth Mediate The Effect of The Marketing Mix on The Decision of Student Parents to Choose Muhammadiyah School. Adabiyah: Jurnal Pendidikan Islam, 5, 10.21070/adabiyah.v5i0.1674. https://doi.org/10.21070/adabiyah.v5i0.1674

Copyright (c) 2022 Jindan Alwifaqi, Rita Ambarwati

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This work is licensed under a Creative Commons Attribution 4.0 International License.

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Abstract

This research aims to determine the role of word of mouth in mediating the effect of the marketing mix on the decision of parents of students to choose SMP Muhammadiyah 9 Tanggulangin boarding school, Sidoarjo. This research uses sample data collection through questionnaires. With the number of respondents 125 guardians of SMP Muhammadiyah 9 boarding school Tanggulangin Sidoarjo. For data analysis in this study using statistical techniques Partial Least Square (PLS). The results of this study indicate 2 direct effects are significant, 1 direct effect is not significant. Namely Marketing Mix (X) on parents 'decision to choose school (Y), Marketing Mix (X) on Word of Mouth (Z) and the direct effect that is not significant, namely Word of Mouth (Z) on parents' decision to choose school (Y) . And this study shows that there is an indirect effect that is not significant, namely the Marketing mix on the decision of parents to choose school (Y) through the Word of Mouth (Z).

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