Pengaruh Promosi Online, Word of Mouth, dan School Branding terhadap Keputusan Orang Tua Siswa Memilih Sekolah di SMP Str Cabang BKS

Abstract

This study aims to analyze the effect of online promotion, word of mouth, and school branding on the decision of parents to choose SMP Str Branch BKS partially and simultaneously. The data tested in this study used primary data consisting of 84 respondents of prospective parents of students of SMP Str Branch BKS. The researcher used purposive sampling method, which is one of the non-probability sampling techniques. The research data is in the form of a questionnaire and the research was conducted during February – June 2022. The data were analyzed using quantitative methods that went through the stages of validity testing, reliability testing, classical assumption testing (normality test, multicollinearity, heteroscedasticity, linearity), and hypothesis testing through T test, F test, and coefficient of determination using the SPSS 20.00 program. The results in this study indicate that the variables of online promotion, word of mouth, and school branding have a positive and significant effect on the decision of parents to choose SMP Str Branch BKS.