Citra merek, kualitas pelayanan, persepsi harga, dan niat daftar ulang: Peran mediasi word of mouth pada Temasek Independent School
DOI:
https://doi.org/10.53088/jmdb.v6i3.3131Keywords:
Brand Image, Price Perception, Re-enrollment intention, Service Quality, Word of MouthAbstract
Parents’ re-enrollment decisions in high-cost international schools are an important issue in educational service consumer behavior. However, this topic remains relatively underexplored, particularly regarding the role of word of mouth as an intervening variable. This study aims to analyze the influence of brand image, service quality, and price perception on parents’ re-enrollment intention at Temasek Independent School Bandung, and to examine the role of word of mouth in these relationships. This study used a quantitative approach with a parent survey, and the data were analyzed using PLS-SEM in SmartPLS 4. The findings show that brand image, service quality, and price perception influence re-enrollment intention. Brand image and service quality also influence word of mouth, which subsequently contributes to parents’ intention to re-enroll. However, word of mouth was not a significant mediator. These findings indicate that re-enrollment decisions in high-cost education are mainly shaped by parents’ direct evaluations of the school’s brand image, service quality, and price perception.
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