Open AccessEffect of Marketing Strategy and Service Quality Against the Decisions of Parents
Author(s) -
Safitri Amelia,
Hartini Salamah,
Mohammad Sofyan
Publication year - 2019
Publication title -
ilomata international journal of management
Language(s) - English
Resource type - Journals
eISSN - 2714-8963
pISSN - 2714-8971
DOI - 10.52728/ijjm.v1i1.31
Subject(s) - marketing , quality (philosophy) , reliability (semiconductor) , service quality , service (business) , variables , psychology , marketing strategy , marketing mix , business , mathematics , statistics , philosophy , power (physics) , physics , epistemology , quantum mechanics
This study aims to analyze and determine the effect of marketing strategy variables and service quality on parents' decisions. In this study, the dimensions of marketing strategies include products, prices, promotions, places, people, processes and physical evidence. Service quality dimensions include reliability, responsiveness, confidence, empathy and tangibility. Quantitative methods with multiple linear regression analysis were processed using SPSS for windows version 22. The results showed that there were simultaneously the effects of marketing strategy and service quality variables on parents' decisions. Partially, the marketing strategy variable did not significantly influence the parents' decisions at PAUD Al Hidayah Pertiwi. While service quality variables significantly influence the decisions of parents of students in PAUD Al Hidayah Pertiwi.