期刊名称：JPPI (Jurnal Penelitian Pendidikan Indonesia)
印刷版ISSN：2477-8524
电子版ISSN：2502-8103
出版年度：2021
卷号：7
期号：3
页码：469-476
DOI：10.29210/020211177
语种：English
出版社：Indonesian Institute for Counseling, Education and Therapy (IICET)
摘要：This study aims to analyze the effect of the service marketing mix, including Product, Price, Place, Promotion, People, Process, and Physical Evidence, on parents’ decision-making in choosing elementary schools. This type of research is descriptive analysis. The research sample is parents or guardians of elementary school students totaling 321 people in Palopo; the sampling technique used is a simple random sampling method. The data collection technique used was an online questionnaire via Google Form. The data analysis method used is Structural Equation Modeling (SEM) analysis with data processing tools using SmartPLS 3.0 software. The results of data analysis show that: Product, Price, Place, Promotion, People, Process, and Physical Evidence have a positive and significant effect on the decision to choose an elementary school in Palopo. The novelty of this research is the relationship model of the service marketing mix to the decision to choose an elementary school.
关键词：Service Marketing Mix;Decision Making;Elementary School
