Analysis of the Influence of WOM, Physical Environment and School Image on the Decision to Choose a School with Intention to Choose a School as a Mediating Variable (Study on Students of SMKN 47 Jakarta)
DOI:
https://doi.org/10.55927/ijba.v5i4.15255Keywords:
Word of Mouth, Physical Environment, School Image, Intention to Choose, Decision to ChooseAbstract
This study aims to determine and analyze the influence of word of mouth, physical environment and school image on the decision to choose a school with the intensity of choosing a school as a mediating variable (a study on students of SMKN 47 Jakarta). The population used in this study were students enrolled at SMKN 47 Jakarta in the 2024/2025 academic year. The method used in this study was probability sampling with a simple random sampling technique, with the criteria being students of SMKN 47 Jakarta enrolled in the 2024-2025 academic year, with a sample size of 187 respondents. The data analysis method used Structural Equation Model-Partial Least Square (SEM-PLS). The results of this study indicate that word of mouth and the physical environment have a positive and significant influence on the intensity of choosing, while the image of the school does not have a significant influence on the intensity of choosing. Word of mouth, the physical environment and the image of the school and the intensity of choosing have a positive and significant influence on the decision to choose a school. The intention to choose is a partial mediation between word of mouth and the physical environment on the decision to choose a school, while there is no mediation on the image of the school.
Downloads
References
Adi, N. R. M., Ramadhan, M. R. I., Aristawati, T., & Pratama, S. A. (2022). Pengaruh Word of Mouth dan Brand Awareness Terhadap Keputusan Pembelian Makanan di ShopeeFood. Briliant: Jurnal Riset Dan Konseptual, 7(2), 420. https://doi.org/10.28926/briliant.v7i2.1001
Adiwiguna, R. H., & Munandar, J. M. (2024). (2024). Faktor-faktor yang Mempengaruhi Perilaku Dalam Memilih Sekolah MTs. Jurnal Ekonomi Bisnis, Manajemen Dan Akuntansi (Jebma), Volume : 0(02), 774–786. https://doi.org/doi.org/jebma.v4n2.3889
Ahidin, U. (2021). Pengaruh citra sekolah dan biaya pendidikan terhadap keputusan siswa untuk melanjutkan pendidikan ke SMK. JPPI (Jurnal Penelitian Pendidikan Indonesia), 7(2), 181–189. https://doi.org/10.29210/020211138
Ajzen, I., & Fishbein, M. (2005). The Influence of Attitudes on Behavior. The Handbook of Attitudes, January 2005, 187–236. https://doi.org/10.4324/9781410612823-13
Asmita, W., & Fitriani, W. (2022). Studi Literatur: Konsep Dasar Pengukuran. Jurnal Mahasiswa BK An-Nur : Berbeda, Bermakna, Mulia, 8(3), 217–226.
Bappenas. (2021). Bappenas.
Benhardy, K. A., Hardiyansyah, Putranto, A., & Ronadi, M. (2020). Brand image and price perceptions impact on purchase intentions: Mediating brand trust. Management Science Letters, 10(14), 3425–3432. https://doi.org/10.5267/j.msl.2020.5.035
cerdasberkarakter.kemdikbud.go.id. (n.d.). cerdasberkarakter.kemdikbud.go.id. https://cerdasberkarakter.kemdikbud.go.id/sahabatkarakter/kegiatan/93212a18-7b1e-4f4e-9919-51129308a785.pdf
Dapas, C. C., Sitorus, T., Purwanto, E., & Ihalauw, J. J. O. I. (2019). The effect of service quality and website quality of zalora.Com on purchase decision as mediated by purchase intention. Quality - Access to Success, 20(169), 87–92.
Geraldine, Y. M. (2021). PENGARUH CITRA MEREK, KUALITAS PRODUK, MEDIA SOSIAL DAN HARGA TERHADAP MINAT BELI KONSUMEN PADA PRODUK BRAND WARDAH. POINT: Jurnal Ekonomi Dan Manajemen, 3(1), 71–82. https://doi.org/10.46918/point.v3i1.880
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Springer International Publishing. https://doi.org/10.1007/978-3-030-80519-7
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Isman, I., Patalo, R. G., & Pratama, D. E. (2020). Pengaruh Sosial Media Marketing, Ekuitas Merek, Dan Citra Destinasi Terhadap Minat Berkunjung Ke Tempat Wisata. Jurnal Studi Manajemen Dan Bisnis, 7(1), Inpress. https://doi.org/10.21107/jsmb.v7i1.7447
Juliana, J., & Johan, J. (2020). Pengaruh brand image terhadap keputusan memilih universitas dengan brand trust sebagai variabel intervening. Journal of Business and Banking, 9(2), 229.
Kotler, P., & Armstrong, G. (2021). Principles of Marketing (18 Edition). Pearson Education Limited.
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing Management (16 Edition). Pearson Education Limited.
Laraswati, C., & Harti, H. (2022). Pengaruh Persepsi Kualitas, Citra Merek Dan Etnosentrisme Konsumen Terhadap Minat Pembelian Produk Somethinc. Jurnal Ekobis : Ekonomi Bisnis & Manajemen, 12(2), 185–196. https://doi.org/10.37932/j.e.v12i2.564
Leindarita, B. (2020). Pengaruh Bauran Pemasaran 7P Terhadap Keputusan Orang Tua Dalam Memilih Rumah Tahfidz Qur’an. Jurnal Inovasi Penelitian, 2(10), 3589–3598.
Lionitan, W., & Firdausy, C. M. (2023). Pengaruh Persepsi Harga, Word of Mouth dan Customer Satisfaction terhadap Purchase Intention Pelanggan Mixue di Cibubur. Jurnal Manajerial Dan Kewirausahaan, 5(3), 805–813. https://doi.org/10.24912/jmk.v5i3.25450
Luhung, R., Utama, W., Welsa, H., & Cahya, A. D. (2024). PENGARUH WORD OF MOUTH DAN BRAND IMAGE TERHADAP PURCHASE DECISION DAN BUYING INTEREST SEBAGAI VARIABEL INTERVENING PADA PIZZA HUT DI DAERAH. 13(04), 1136–1149.
Muhammad Thariq Nahra Putra, A. N. (2020). Analysis of Effect Price and Quality on Brand Image and Its. Dinasti International Journal of Digital Business Management, 1(5), 747–761. https://doi.org/10.31933/DIJDBM
Napitupulu, P. D. S., & Simanjuntak, M. (2023). Pengaruh Promosi Dan Word of Mouth Terhadap Keputusan Memilih Berkuliah Di Institut Teknologi Del. Jurnal Ekonomi, Manajemen Dan Akuntansi Sekolah Tinggi Ilmu Ekonomi Enam-Enam Kendari, 1(2), 401–407. https://doi.org/10.572349/neraca.v1i2.163%0Ahttps://jurnal.kolibi.org/
Pramana, M. Z. R., Winarno, S. T., & Amir, I. T. (2023). Analisis Perilaku Konsumen dalam Keputusan Pembelian Sayuran Melalui Pendekatan Theory of Planned Behavior (Studi Kasus di Pasar Modern Cirtaland, Surabaya). Jurnal Ilmiah Universitas Batanghari Jambi, 23(1), 86. https://doi.org/10.33087/jiubj.v23i1.2853
Putri Nanda Leri, Elfitri Santi, & Irda Rosita. (2022). Pengaruh Minat, Dukungan Orang Tua dan Citra Kampus terhadap Keputusan Mahasiswa Memilih Kuliah di Jurusan Akuntansi Politeknik Negeri Padang (Studi Empiris pada Mahasiswa Program Studi D-III dan D-IV Akuntansi Politeknik Negeri Padang). Jurnal Akuntansi, Bisnis Dan Ekonomi Indonesia (JABEI), 1(1), 79–85. https://doi.org/10.30630/jabei.v1i1.14
Rianti, T., Taufiqurrahman, T., & Firli Musfar, T. (2023). The Effect of Product Quality and Store Atmosphere on Puchase Decisions mediated By Purchase Intention as Intervening Variable (Study at Café Ma’Ani Rengat). Dinasti International Journal of Digital Business Management, 4(5), 1018–1031. https://doi.org/10.31933/dijdbm.v4i5.2020
Rifani, R. A., Aryanti, S., & Syamsuriani, S. (2023). Pengaruh Pengaruh Word of Mouth dan Kualitas Produk terhadap Keputusan Pembelian Konsumen (Studi Pada Livestream Tiktok Shop). Amsir Management Journal, 3(2), 100–114. https://doi.org/10.56341/amj.v3i2.204
Rizki Mahbub, M., Sulistya Rini, E., & Absah, Y. (2023). Effect of Social Media Promotion and Word of Mouth on Purchasing Decisions Through Purchase Intention as an Intervening Variable at Coffee Shop Minum Kopi Medan. International Journal of Research and Review, 10(6), 376–381. https://doi.org/10.52403/ijrr.20230646
Seočanac, M. (2024). PLS-SEM: A hidden gem in tourism research methodology. Menadzment u Hotelijerstvu i Turizmu, 12(1), 115–131. https://doi.org/10.5937/menhottur2400005s
Sihombing, P. R., Indonesia, S., & Arsani, A. M. (2025). Aplikasi SEM PLS dalam berbagai Sofware Untuk Statistisi Pemula (Software R, STATA, Adanco, WarpPLS) (Issue February).
Siregar, R. H. M., & Nurmahdi, A. (2021). The effect of Price and Brand Image on Purchase Decisions and their Implications on Consumer Satisfactory of Ebara Pump Products in Jabodetabek. Journal of Business and Management Studies, 3(2), 19–30. https://doi.org/10.32996/jbms.2021.3.2.3
Wijayanti, A. A., & Cahyono, K. E. (2024). PENGARUH WORD OF MOUTH , BRAND IMAGE , KUALITAS PELAYANAN TERHADAP KEPUTUSAN ORANG TUA MEMILIH PENDIDIKAN DI SDIT. Jurnal Ilmu Dan Riset Manajemen, 13.9.
Willliya, A., Yuse, P., Brama, V., Della, K., & Putri, A. (2025). Pengaruh Citra Merek Dan Promosi Terhadap Pembelian Dengan Minat Beli Sebagai Variabel Intervening Pada Mascara Somethinc ( studi kasus pada mahasiwa di Kota Padang ). 01(03), 86–91.
Willy, W., & Nurjanah, S. (2019). Pengaruh Kemasan Produk Dan Rasa Terhadap Minat Beli Yang Berdampak Pada Keputusan Pembelian Pelanggan Minuman Energi. Jurnal Ilmu Manajemen, 8(2), 65. https://doi.org/10.32502/jimn.v8i2.1820
Wulansari, A., & Haryati, I. (2021). Pengaruh Physical Environment Terhadap Minat Beli Konsumen. Equilibrium: Jurnal Penelitian Pendidikan Dan Ekonomi, 18(02), 169–178. https://doi.org/10.25134/equi.v18i2.4153
Yasin, A. A., & Achmad, G. N. (2021). Influence of Word of Mouth and Product Quality on Purchase Decisions and Repurchasing Interest. International Journal of Economics, Business and Accounting Research (IJEBAR), 5(2), 410–419.
Yuslih, D. F., Martono, T., & Nugroho, J. A. (2021). Pengaruh Kualitas Pelayanan Dan Citra Sekolah Terhadap Kepuasan Siswa Di Sma Negeri 1 Jatisrono. BISE : J Urnal Pendidikan Bisnis Dan Ekonomi, 7(1), 1–10.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Miftahul Huda, Adi Nurmahdi
This work is licensed under a Creative Commons Attribution 4.0 International License.
