Sugito, Bintang Ramadhan and Hidayat, Nila K. (2019) Factors Effecting School Preferences and Their Implication for Marketing: an Investigation of Middle Class Parents at One of the Private Schools in Tangerang Selatan. Bachelor thesis, Swiss German University.

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Abstract

The main purpose of this research is to identify the factors effecting and which affects the most towards school preferences of middle class parents in one of the private schools in South Tangerang. A model is developed to test the relationships between two independent variables (word of mouth and open house) towards the dependent variable school preference. A quantitative method is used to focus on 130 respondents representing parents of ABC School which is the unit analysis in this research. An additional research question is developed to recommend ABC School about marketing implications by using the marketing mix 4 P’s approach. This is to further strengthening parent’s choices to enroll their child in ABC School. For this a qualitative method is used through in-depth interview and from previous empirical studies. The result from the quantitative method shows that word of mouth and open house have a significant impact on school preference with word of mouth having more effect. This research also gives new empirical evidence about the value of 4 P’s as a marketing strategy on an education institute.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	School Preference ; Word of Mouth ; Open House ; Marketing Strategy ; 4 P’s Marketing Mix
Subjects:	H Social Sciences > HF Commerce > HF5001 Business
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Adityatama Ratangga
Date Deposited:	19 May 2020 13:03
Last Modified:	19 May 2020 13:03
URI:	http://repository.sgu.ac.id/id/eprint/524

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