The Influence of Price Segmentation and Quality Perceptions on School Selection Decisions Moderated by Digital Marketing

DOI

10.2991/978-94-6463-508-9_19How to use a DOI?

Keywords

Price Segmentation; Perceived Quality; Digital Marketing; School Selection Decisions

Abstract

This research was conducted to prove whether there is an influence of price segmentation and perceived quality on school selection decisions which is moderated by digital marketing. the research utilizes a quantitative causal methodology based on a deductive-inductive approach for hypothesis testing, data was obtained from survey results by distributing questionnaires to respondents who were the objects of research. Causal research is research that aims to determine the cause-and-effect relationship between the independent variable and the dependent variable. It applies non-probability purposive and convenience sampling to collect primary data from relevant respondents via Likert scale questionnaires. The data is then analyzed using structural equation modeling on Smart PLS software to determine validities, path coefficients between variables, and test hypotheses linking pricing strategies, quality perceptions, digital marketing and student school selection decisions. The aim is to quantify the interrelationships and effects between these factors in determining choice of educational institutions. The subjects of this research are parents/guardians or students who are currently attending school. The results of this research are that there is a positive and significant influence between price segmentation on school selection decisions, as well as the influence of perceived quality on school selection decisions. Digital marketing can moderate the influence of price segmentation on school selection decisions but is unable to moderate the influence of perceived quality on school selection decisions, in this research the school that we looking at are the school from elementary school until the high school in Tangerang. the key implication from the research is that schools need an integrated strategy encompassing pricing, quality enhancement, and digital marketing to effectively influence student selection decisions. While both pricing strategies such as differential segmentation and quality improvements related to infrastructure, assets, teachers etc. have significant positive impacts, merely relying on either in isolation is insufficient to be competitive. Digital marketing, while not directly influencing choices now, can amplify pricing impact. This highlights the imperative to adapt such channels alongside investments in quality and cost optimization to attract students in the modern education landscape. The interdependencies and need to holistically leverage pricing, quality and digital marketing emerge as critical takeaways for schools to sustainably stay ahead.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Intan Anjali Putri
AU  - Agus Kusnawan
AU  - Raffly Pratama Kusnawan
AU  - Virgin Nella
PY  - 2024
DA  - 2024/09/19
TI  - The Influence of Price Segmentation and Quality Perceptions on School Selection Decisions Moderated by Digital Marketing
BT  - Proceedings of the Twelfth International Conference on Entrepreneurship and Business Management 2023 (ICEBM 2023)
PB  - Atlantis Press
SP  - 225
EP  - 239
SN  - 2667-1271
UR  - https://doi.org/10.2991/978-94-6463-508-9_19
DO  - 10.2991/978-94-6463-508-9_19
ID  - Putri2024
ER  -