The Effect of Business Intelligence, Digital Marketing, Affordable School Programs, and Perceived Service Quality on School Selection Decisions with Strategic Marketing as a Mediating Variable in Private Vocational Schools in Indonesia

Eva Imelda Rahmah

doi:10.63922/ijebir.v5i05.5968

Eva Imelda Rahmah Master of Management Program, Universitas Bhayangkara Jakarta Raya, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i05.5968

Keywords: Business Intelligence, Digital Marketing, Strategic Marketing, School Selection Decision, Private Vocational School

Abstract

The increasingly competitive private education sector in Indonesia requires vocational schools to implement effective marketing strategies to attract prospective students. Despite substantial investments in digital promotion and institutional branding, many schools continue to experience fluctuating student enrollment, indicating that marketing efforts alone do not necessarily translate into school selection decisions. Previous studies have generally examined marketing variables independently and have rarely incorporated Strategic Marketing as a mediating construct within the educational context. This study aims to examine the direct and indirect effects of Business Intelligence, Digital Marketing, Affordable School Programs, and Perceived Service Quality on School Selection Decisions through Strategic Marketing. A quantitative explanatory research design was employed using a survey of 130 prospective students and parents of Bekasi Regency, Indonesia. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings indicate that Affordable School Programs and Perceived Service Quality significantly influence Strategic Marketing and School Selection Decisions. Conversely, Business Intelligence and Digital Marketing do not significantly affect Strategic Marketing or School Selection Decisions. Furthermore, Strategic Marketing does not mediate the relationships between the independent variables and School Selection Decisions. The novelty of this research lies in integrating Resource-Based View and the Theory of Planned Behavior to explain school selection behavior through a Strategic Marketing perspective within private vocational education. The findings provide theoretical contributions to educational marketing literature and practical recommendations for improving student recruitment strategies in private schools.

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