Research Article
Public Appeal to the Muhammadiyah Elementary School in Purworejo, Indonesia
@INPROCEEDINGS{10.4108/eai.18-11-2020.2311675, author={Arum Ratnaningsih and Dedi Runanto and Nurhidayati Nurhidayati}, title={Public Appeal to the Muhammadiyah Elementary School in Purworejo, Indonesia}, proceedings={Proceedings of the 2nd Borobudur International Symposium on Humanities and Social Sciences, BIS-HSS 2020, 18 November 2020, Magelang, Central Java, Indonesia}, publisher={EAI}, proceedings_a={BIS-HSS}, year={2021}, month={9}, keywords={muhammadiyah elementary school purworejo regency}, doi={10.4108/eai.18-11-2020.2311675} }- Arum Ratnaningsih
Dedi Runanto
Nurhidayati Nurhidayati
Year: 2021
Public Appeal to the Muhammadiyah Elementary School in Purworejo, Indonesia
BIS-HSS
EAI
DOI: 10.4108/eai.18-11-2020.2311675
Abstract
This research is motivated by the phenomenon of the low attractiveness of the community in Purworejo district to send their children to Muhammadiyah elementary schools as a result of competition with low-cost public elementary schools. This study aims to analyze the marketing strategies of Muhammadiyah Elementary Schools in attracting public interest related to the attractiveness of students' parents in sending their children to SD Muhammadiyah. This research uses a qualitative type with a survey method. The survey was conducted on parents of students who send their children to Muhammadiyah elementary schools in Purworejo district. The results of this study include the first product has a positive effect on purchasing decisions. Second, price has a positive effect on purchasing decisions. Third, promotion has no effect on purchasing decisions. Fourth, place has no effect on purchasing decisions. Marketing mix has an effect on purchasing decisions. The combination of all the school's abilities in providing good educational products, affordable costs, good promotions and a comfortable place will make parents send their children to Muhammadiyah primary schools.