The Effects of the Physical Environment, Promotion, and Educational Costs on Parents' Choices Regarding Education at Al-Hikmah Vocational High School, Jakarta, Indonesia

Abstract

It has an effect on the number of new students entering Al-Hikmah Vocational School for the last 3 (three) years starting the 2018 school year fluctuating decreased. The physical environment, promotion, and educational costs are one of the main factors influencing parents in choosing a school for their children. This study aims to:

• Identify and analyze the impact of the physical environment on parents' trust in Al-Hikmah Vocational High School's decision-making regarding education,


• Identify and evaluate the impact of sales promotion on parents' trust in Al-Hikmah Vocational High School's decision-making regarding education.


• To determine and assess the impact of education prices on parents' trust in Al-Hikmah Vocational High School's decision-making,


• To determine and examine the impact of the physical environment on parents' choices of schooling at Al-Hikmah Vocational School,


• To determine and examine the influence of promotion on parents' choices of education at Al-Hikmah Vocational School,


• To determine and examine the influence of education costs on parents' choices of education at Al-Hikmah Vocational School,


• To learn about and analyze the role that trust plays in parents' decisions regarding their children's education at Al-Hikmah Vocational School;


• To learn about and evaluate the role that the physical environment plays in decisions made through trust;


• To learn about and evaluate the role that promotion plays in decisions made through trust; and


• To learn about and evaluate the role that education costs play in decisions made through trust.

Descriptive quantitative, associative, and quantitative research methods are used along with SmartPLS software for data analysis. The study's results indicate that the Al-Hikmah Vocational School's physical environment, promotional strategies, and educational prices impact parents' decisions on which school to send their children to.