Exploring How School Marketing Efforts Influence Enrollment Intention: A Moderated Mediation Analysis of School Image and Parental SES
DOI:
https://doi.org/10.55737/psi.2025d-44127Keywords:
Marketing Mix, School Image, Enrollment Intention, Parental Socioeconomic Status, Education Marketing, PLS-SEM, Theory of Planned BehaviorAbstract
This paper will investigate the impact of school marketing activities on student enrollment intention by investigating the mediating effect of school image and the moderating effect of parental socioeconomic status (SES). Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed in SmartPLS 4 to test the moderated and direct mediation of the model. The findings showed that the marketing mix has a strong positive effect on school image (b = 0.875), which has a significant positive effect on enrollment intention (b = 0.303). The total model was found to highly explain school image and enrollment intention, 76.6 and 79.4 percent, respectively. The moderating impact of SES was, however, statistically insignificant, meaning that there is no statistical difference in the way parental decisions are affected by marketing in different income groups. This work builds upon the Theory of Planned Behavior (TPB) by incorporating the socioeconomic context into the education marketing framework that offers the theoretical component and practical recommendations of how schools can maximize image-based enrollment decisions, based on inclusive and value-based marketing practices.
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