DOI of the published article https://doi.org/10.21070/ups.11454
The Role of Organic Word of Mouth Phenomenon Among Parents in Private School Enrollment Decision Making in, Bojonegoro
Peran Fenomena Organic of Mouth di Kalangan Orang Tua Dalam Menentukan Pilihan Sekolah Swasata di Bojonegoro
DOI:
https://doi.org/10.21070/ups.11454Keywords:
Organic Word of Mouth, Word of Mouth Parents ; Private Schools, Decision-MakingBojonegoro.Abstract
The growing competition between private schools in Bojonegoro has pushed educational institutions to not only improve the quality of their teaching but also to earn the trust of the public and create a good reputation. When choosing a school, parents usually look at more than just what the school officially shares.They also listen to what other people say about the school, like recommendations from friends or family. One type of word-of-mouth that often happens is Organic Word of Mouth (OWOM).This is when people share real experiences naturally, without the school encouraging or influencing it in any way. This research looks into how parents in Bojonegoro use word of mouth from other parents to decide which private schools to choose. The study looks at how information about the quality of education, teachers' skills, the school's environment, student results, special programs, and the school's values is shared and received through parents' social networks. OWOM is seen as very trustworthy because it comes from real-life experiences and strong, reliable connections between parents. Many studies have looked at how word-of-mouth plays a role in marketing education services, but there isn’t much research on how online word-of-mouth influences parents’ choices when picking private schools in Bojonegoro. This study is likely to offer a better understanding of how informal communication between parents works and how it affects their views and choices when deciding which school to send their children to.
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