.jpg)
Strategi Pemasaran Digital Sekolah Swasta Urban dalam Persaingan dengan Sekolah Negeri: Model Diferensiasi, Citra, dan Nilai yang Dirasakan
Abstract
Persaingan sekolah swasta urban dengan sekolah negeri menuntut strategi pemasaran yang mampu mengomunikasikan keunggulan layanan dan membentuk nilai bagi orang tua. Penelitian ini bertujuan mengembangkan model konseptual yang menghubungkan kualitas layanan pendidikan, diferensiasi sekolah, dan pemasaran digital dengan keputusan memilih sekolah melalui citra sekolah dan nilai yang dirasakan. Penelitian menggunakan sintesis literatur naratif terhadap sembilan artikel jurnal terbitan 2022–2025 berdasarkan kerangka Stimulus–Organism–Response, dilengkapi telaah eksploratif atas 103 respons survei dengan 30 indikator dalam enam konstruk. Hasil sintesis menghasilkan model utama enam konstruk dan dua belas proposisi mengenai pengaruh langsung, mediasi, dan moderasi pemasaran digital. Analisis jalur berbasis skor komposit menunjukkan sembilan dari sepuluh hubungan berkoefisien positif dan signifikan, sedangkan hubungan langsung kualitas layanan dengan nilai yang dipersepsikan tidak signifikan (β = 0,018; p = 0,851). Pola eksploratif tersebut mendorong usulan penambahan kesesuaian nilai religius dan kepercayaan merek sebagai konstruk model revisi. Namun, seluruh respons tidak memenuhi pertanyaan penyaringan populasi sasaran apabila pertanyaan itu digunakan sebagai kriteria inklusi; instrumen juga tidak mengukur diferensiasi dan pemasaran digital. Karena itu, temuan survei tidak digunakan untuk mengonfirmasi model. Penelitian ini menawarkan kerangka teoretis untuk perancangan strategi diferensiasi dan komunikasi digital sekolah swasta serta agenda pengujian empiris lanjutan.
Kata kunci: citra sekolah; diferensiasi sekolah; keputusan memilih sekolah; nilai yang dirasakan; pemasaran digital; sekolah swasta urban
Full Text:
PDFReferences
Chong, P. Y., Kam, A. J. Y., & Tham, S. Y. (2024). Factors influencing international students' perceived value and satisfaction at private universities in Malaysia. Tuning Journal for Higher Education, 11(2). https://doi.org/10.18543/tjhe.2592
Guo, T., Li, T., & Qi, Z. (2025). The impact of school service quality on student learning satisfaction: A comparative study of public and private high schools in China. European Journal of Education. https://doi.org/10.1111/ejed.70013
Gusnia, D. N., Yuliviona, R., & Mulatsih, L. S. (2025). The impact of service quality and educational costs on school selection decisions: The mediating role of brand image in SD IT Cahaya Hati Pauh Kambar. International Journal of Research and Innovation in Social Science. https://doi.org/10.47772/IJRISS.2025.903SEDU0185
Jheng, Y.-J., Lin, C.-W., Chang, J. C.-C., & Liao, Y.-K. (2022). Who is able to choose? A meta-analysis and systematic review of the effects of family socioeconomic status on school choice. International Journal of Educational Research, 112, 101943.
Kemendikdasmen. (2025). Peraturan Menteri Pendidikan Dasar dan Menengah Nomor 3 Tahun 2025 tentang Sistem Penerimaan Murid Baru.
Kethuda, Ö., & Bilgin, Y. (2023). The role of social media marketing activities in converting existing students into university advocates. Journal of Marketing for Higher Education. https://doi.org/10.1080/08841241.2023.2225431
Leukert, A. (2022). Looking beyond church attendance: The relationship between parents’ religious identity and school choice. Journal of School Choice, 16(2), 210–234. https://doi.org/10.1080/15582159.2021.1994277
Lo, H.-C., Wang, T.-H., & Chen, R.-S. (2025). Perceived value's impact on parent–teacher relationship among preschool parents: Mediating roles of service quality and social media use. SAGE Open, 15(2). https://doi.org/10.1177/21582440251334942
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.
Melean Romero, R. A., Carhuancho Mendoza, I. M., Guerrero Bejarano, M. A., Ponce Yactayo, D. L., Saravia Ramos, G. d. P., Nolazco Labajos, F. A., Muñoz Ccuro, F. E., & Bravo Chávez, O. J. (2024). Service quality, loyalty building and institutional image at a university in Lima, Peru using structural equations. Frontiers in Education, 9, 1365219. https://doi.org/10.3389/feduc.2024.1365219
Mermer, S., Özer, N., & Şad, S. N. (2022). Private schools' marketing tactics, parents' loyalty and school image: A structural equation model. Research in Educational Administration & Leadership, 7(4), 787–824. https://doi.org/10.30828/real.1093128
Nguyen, T. T., Cao, T. Q., Phung, H. T. T., Nguyen, T. T., Phan, T. T. T., & Pham, H. H. (2023). Parents as customers: The influence of school reputation on satisfaction, feedback, and loyalty of Vietnamese secondary students' parents. Corporate Reputation Review, 26(3), 167–178. https://doi.org/10.1057/s41299-022-00144-w
Pratama, R. Y., & Sugiarto, C. (2023). Parents’ religious considerations when choosing a school: Marketization of faith-based primary schools in Indonesia. Management Analysis Journal, 12(1). https://doi.org/10.15294/maj.v12i1.66423
Rantedoping, R., & Wuisan, D. (2025). The influence of quality, reputation, social media marketing, emotional value, spiritual value, and word of mouth on intention to enroll in private schools. Enrichment: Journal of Management, 14(6). https://doi.org/10.35335/enrichment.v14i6.2193
Stribbell, H., & Duangekanong, S. (2022). Satisfaction as a key antecedent for word of mouth and an essential mediator for service quality and brand trust in international education. Humanities and Social Sciences Communications, 9, Article 438. https://doi.org/10.1057/s41599-022-01459-z
Xiao, Y., Nguyen, T. T. H., Nguyen, H. N., Phan, D. Q., Cao, T. K., & Dao, T. H. A. (2023). University brand: A systematic literature review. Heliyon, 9(6), e16825. https://doi.org/10.1016/j.heliyon.2023.e16825
DOI: https://doi.org/10.35308/jbksm.v10i2.16802
Refbacks
- There are currently no refbacks.
Jurnal Bisnis dan Kajian Strategi Manajemen (JBKSM)
Editorial Office
Jurusan Manajemen, Fakultas Ekonomi, Universitas Teuku Umar
Jl. Alue Peunyareng, Ujong Tanoh Darat, Meureubo, Kabupaten Aceh Barat, Aceh 23681, Indonesia
jbksm@utu.ac.id
+6282165076974 l +6285277182682
This work is licensed under a Creative Commons Attribution 4.0 International License.