The Impact of Promotional Mix Strategy on New Student Admission, and School Image on Student School Choice Decisions Mediated By Student Interest (Case Study at Diponegoro Senior High School, Tumpang, Malang Regency)
DOI:
https://doi.org/10.55927/esa.v4i4.107Keywords:
Promotional Mix Strategy, School Image, Student Interest, School Choice Decision, New Student AdmissionAbstract
This study aims to analyze the influence of promotional mix strategy and school image on students' school choice decisions, with student interest as a mediating variable. The research was conducted at Diponegoro Senior High School in Tumpang, Malang Regency. A quantitative method with a SEM-PLS (Structural Equation Modeling-Partial Least Squares) approach was employed. The results indicate that both promotional mix and school image have a significant effect on student interest and their decision-making. Student interest was also proven to mediate the influence of these two variables on the final decision. These findings provide data-driven strategic insights for schools to design targeted promotional strategies, thereby enhancing student interest and increasing new student enrollment.
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