Pengaruh Strategi Pemasaran Digital, Word Of Mouth, dan Kualitas Pelayanan Terhadap Minat Siswa Bersekolah di SD Integral Luqman Al-Hakim Yayasan Al-Hikmah Hidayatullah Kabupaten Lumajang

Abstract

The purpose of this study is to assess and examine how digital marketing factors, word-of-mouth, and service quality can have an impact on students' interest in applying to school to SD Integral Luqman Al-Hakim Yayasan Al-Hikmah Hidayatullah Lumajang Regency. This study used quantitative methodology, and SD Integral Luqman Al-Hakim Lumajang was the location of the study. Primary data using internal data sources were obtained through the distribution of questionnaires to parents of current students of SD Integral Luqman Al-Hakim Lumajang. The population in this study was 49 respondents. The sampling method used is by purposive sampling method  , namely respondents must meet the criteria and researchers. The data analysis techniques used are instrument tests, classical assumption tests, multiple linear regression analysis, hypothesis tests, and determination coefficient tests. The results of this study show that digital marketing variables have an insignificant effect on students' decisions to attend SD Integral Luqman Al-Hakim Lumajang. The word of mouth variable has no significant effect on the decision of students to attend SD Integral Luqman Al-Hakim Lumajang. The variable of service quality has a significant effect on the decision of students to attend SD Integral Luqman Al-Hakim Lumajang.