Determinants of Students' Enrollment Decisions at Prisma Professional Course and Training Institute, Surabaya

Vidtris Chandra; Suyono Suyono; Handy Aribowo

doi:10.37680/ijief.v6i2.10420

Authors

Vidtris Chandra Sekolah Tinggi Ilmu Ekonomi IBMT, Surabaya
Suyono Suyono Sekolah Tinggi Ilmu Ekonomi IBMT, Surabaya
Handy Aribowo Sekolah Tinggi Ilmu Ekonomi IBMT, Surabaya

DOI:

https://doi.org/10.37680/ijief.v6i2.10420

Keywords:

Social Media; Word of Mouth; Brand Image; Price; Enrollment Decision

Abstract

This study examines the influence of social media, Word of Mouth (WoM), Brand Image, and Price on students’ decision to enroll at LKP Prisma Profesional Surabaya. A quantitative causal approach was applied to 94 respondents selected through purposive sampling. Data were collected using an online questionnaire and analyzed through multiple linear regression with IBM SPSS Statistics. The results show that Social Media has no significant effect on enrollment decisions (p = 0.837), while WoM (p = 0.024), Brand Image (p = 0.043), and Price (p = 0.000) have significant positive effects. Price is the strongest predictor (β = 0.427). Simultaneously, all four variables significantly influence enrollment decisions (F = 66.376; p < 0.001). These findings highlight the importance of price, recommendations, and institutional reputation in enrollment decisions.

References

Adiyani, R., Muzakki, M., Widodo, Z. D., & Putra, A. R. (2021). Social media strategy to improve brand image: In the context of students’ decision making. International Journal of Educational Marketing, 5(1), 22–35.

Ambarwati, D., Joni, J., Buhari, I., Putri, D. A., & Sari, D. I. (2022). PEMETAAN PELUANG DAN TANTANGAN BADAN USAHA MILIK DESA MELALUI FOCUS GROUP DISCUSSION (FGD) DI DESA KESAMBEN, KABUPATEN MALANG. Studi Kasus Inovasi Ekonomi, 6(02). https://doi.org/10.22219/skie.v6i02.22334

Amin, M. (2025). Peningkatan minat bersekolah di SMP IT Buahati melalui penguatan price value, word of mouth dan brand image. Jurnal Pendidikan Dan Manajemen Sekolah, 6(1), 12–25.

Aminah, S., Afriyani, F., & Yeni, Y. (2025). Analisis pengaruh electronic word of mouth, brand image dan media sosial terhadap keputusan memilih universitas. Jurnal Manajemen Pendidikan Tinggi, 9(1), 33–47.

Arief, M., & Brabo, N. Q. (2025). The influence of word of mouth and social media marketing on students’ decision to choose a university with brand image as a mediating variable. Journal of Higher Education Marketing, 7(1), 41–58.

Aulia, N., Randi, R., Alfatiha, M. R., Fatoriq, H. I., & Panorama, M. (2022). Studi Pemulihan Dan Pengembangan Ekonomi Kreatif Sub-Sektor Kuliner Pasca Pandemi (Covid-19) Dalam Menunjang Pertumbuhan Ekonomi Di Provinsi Sumatera Selatan. Berajah Journal, 2(1), 177–187.

DailySocial. (2024). DailySocial PHK Karyawan, Ternyata Gegara Ini.

Dermawan, R. (2021). Pemanfaatan Tanda Tangan Digital Tersertifikasi di Era Pandemi. Rewang Rencang: Jurnal Hukum Lex Generalis, 2(8), 762–781.

Dewi, A. S. (2021). The effect of price discounts on purchase decisions. Jurnal Ekonomi Dan Bisnis Terapan, 5(2), 88–99.

Dewi, E. M. P., Qamaria, R. S., Widiastuti, A. A., Widyatno, A., Marpaung, J., Ervina, I., Hapsari, A. D., Juliadilla, R., Sari, R. P., & Anggraini, H. (2024). Pendidikan Indonesia di era globalisasi; Tantangan dan peluang. Nas Media Pustaka.

Ginting, M., & Heryjayanto, A. (2023). The effect of price perception on consumer loyalty. Jurnal Indonesia Sosial Sains, 4(2), 210–225.

Hartanto, A. D., & Isa, M. (2026). The mediating role of brand image in digital marketing. Jurnal Pemasaran Digital, 10(1), 44–58.

Hilda, A., & Aquinia, A. (2023). The impact of social media marketing and e-WoM on purchase intention. Jurnal Digital Business, 6(2), 90–105.

Julio, R., & Shihab, M. S. (2024). The influence of word of mouth on school selection decisions. Jurnal Pendidikan Anak Usia Dini, 8(2), 130–145.

Kasor, A., Pratikto, H., & Winarno, A. (2017). Spiritual entrepreneurship education in Islamic boarding school: a case study at Pondok Pesantren Sidogiri Pasuruan, Each Jawa, Indonesia. International Journal of Academic Research in Business and Social Sciences, 7(6), 392–403.

Kurniawan, D., & Tanujaya, K. (2024). The influence of brand image on purchase decisions. Jurnal Bisnis Dan Manajemen, 13(1), 66–80.

Li, S., Quan, L., Xiao, J., Ren, L., & Abinova, A. (2025). Exploring the influence of social media communication and brand image on international student enrollment intentions. Journal of Higher Education Marketing, 9(1), 23–40.

Mauliza, P., & Fadhilla, Z. N. (2025). The role of social media in consumer decision-making with mediating variables. Jurnal Pemasaran Modern, 9(1), 55–70.

Novianti, R., Yunus, M. M., Sriyanti, S., Santoso, Y. B., Purnamasari, I., Nadiyah, S., & Fatimatuzzahra, A. (2025). The Optimizing Differentiated Learning in Elementary Schools. MIMBAR PGSD Undiksha, 13(1), 77–86.

Novita, D., Andriani, D., & Yuliani, N. (2021). Influence of brand image and word of mouth communication on purchase decision in TikTok Shop. Jurnal Bisnis Digital, 5(2), 89–103.

Oldisan, & others. (2025). Efektivitas pemasaran media sosial dalam meningkatkan kesadaran merek. Jurnal Startup Indonesia, 4(1), 34–48.

Piyoh, D. Dela. (2024). The influence of price on consumer purchase decisions. Jurnal Ekonomi Digital, 8(1), 21–34.

Psotka, M. A., Fonarow, G. C., Allen, L. A., Joynt Maddox, K. E., Fiuzat, M., Heidenreich, P., Hernandez, A. F., Konstam, M. A., Yancy, C. W., & O’Connor, C. M. (2020). The hospital readmissions reduction program: nationwide perspectives and recommendations: a JACC: heart failure position paper. JACC: Heart Failure, 8(1), 1–11.

Putri, Adnan, & Artino. (2025). Strategi pemasaran sekolah: Analisis pengaruh brand image, digital marketing, dan word of mouth terhadap keputusan pilihan siswa. Jurnal Pendidikan Dan Manajemen, 9(2), 77–92.

Qamari, I. N., & others. (2021). The mediating role of brand image in word of mouth influence. Jurnal Manajemen Dan Bisnis, 10(2), 120–134.

Ramadan, M., Samsir, & Garnasih, R. L. (2025). Pengaruh service quality dan word of mouth terhadap brand image dan keputusan memilih sekolah dasar. Jurnal Pendidikan Dasar, 10(1), 55–70.

Ratno, S., Amelia, F. R., Zahratunisa, I., Sormin, E. G., Damanik, P. A. B., Rahmayani, R., Panjaitan, N. R., Putri, S. A., & Ananda, A. D. (2024). ANALISIS PEMBELAJARAN INTERAKTIF TERHADAP KREATIVITAS PESERTA DIDIK KELAS IV PADA PEMBELAJARAN IPAS DI SD 101766 BANDAR SETIA. Jurnal Intelek Insan Cendikia, 1(9), 6283–6289.

Rionanda, L. S., Farida, F., Putra, F. G., Damayanti, E., & Pradana, K. C. (2022). ICT-Based Lajur Bata Game Media Using Guided Discovery Method on Flat-sided Space Geometry Subject. Journal Corner of Education, Linguistics, and Literature (JCELL), 1(4), 235–248. https://doi.org/10.54012/jcell.v1i4.47

Rizalihadi, T., & Satispi, E. (2025). MANAJEMEN PELAYANAN PUBLIK Teori, Regulasi, Inovasi, dan Tantangan Era Society 5.0. Penerbit Widina.

Rosario, & others. (2026). The impact of volume and valence of word of mouth on consumer decisions. Journal of Consumer Behavior, 14(2), 88–102.

Suardana, I. M. A., & others. (2024). Brand equity theory in consumer decision-making. Jurnal Branding Dan Strategi, 6(1), 33–48.

Texeira-Quiros, J., Justino, M. do R., Antunes, M. G., Mucharreira, P. R., & Nunes, A. de T. (2022). Effects of innovation, total quality management, and internationalization on organizational performance of higher education institutions. Frontiers in Psychology, 13, 869638.

Tomaszewicz, A. A., & Barczyk, J. (2024). The influence of social media on the choice of a university. International Journal of Educational Studies, 15(1), 25–39.

Ulfa, M., Bulan, T. P. L., & Ardianti, R. (2025). The impact of brand image, price perception, and product quality on consumer purchase decisions. Jurnal Telekomunikasi Dan Bisnis, 8(1), 45–60.

Wijaya, I. P. E., Indah, N. P., & Muhyiddin, Y. (2022). Penyuluhan Optimalisasi Keuntungan Produksi Kopi Saggabuana pada BUMDes Buana Mekar Kecamatan Tegalwaru. Dedication : Jurnal Pengabdian Masyarakat, 6(2), 149–160. https://doi.org/10.31537/dedication.v6i2.813