Pengaruh Digital Marketing dan Customer Experience terhadap Keputusan Orang Tua Murid Memilih Sekolah XYZ dengan Minat sebagai Variabel Intervening

Abstract

Abstract : Intense competition among schools during the enrollment period for new students is experienced by XYZ School, specifically SMP Katolik within the XYZ Association located in Koja, North Jakarta. This competition is evidenced by the trend of new student registration s towards the end of the enrollment period. It compels XYZ School to increase the number of new student admissions through the influence of Digital marketing and Customer experience, aiming to stimulate parents' interest in decision-making. The objective o f this research is to ana lyze the impact of Digital marketing and Customer experience on influencing parents' interest in decision -making. The study population comprises 318 parents of feeder and non -feeder students. This research is quantitative in nature, employing inferential statistical analysis and descriptive statistics. The results indicate that Digital marketing does not have a significant influence on parents' interest in registering their children at SMP XYZ, with direct and indirect impact values of 0.06 and 0.03, respectively. Conversely, Customer experience significantly influences parents' interest in deciding to enroll their children at SMP XYZ, with direct and indirect impacts of 0.33 and 0.57, respectively. In this regard, the school can est ablish a dedicated digital marketing division in collaboration with research and development teams to focus on creating compelling content about enrollment information. Keywords: Digital marketing, Customer experience, Customer ’s interest , and Decision making