Relationship Marketing, Service Quality, Trust in Institutions on the Selection Decision of Religious-Based Education Institutions in Indonesia
Relationship Marketing, Service Quality, Trust in Institutions on the Selection Decision of Religious-Based Education Institutions in Indonesia

Summary/Abstract: This study examines how relationship marketing, service quality, and institutional trust influence parents' choice of religious-oriented educational institutions in Indonesia. The primary objective is to examine how these factors interact and influence parents' decision-making. A total of 200 parents of children enrolled in Islamic schools in Central Java were administered a structured questionnaire, which was used to collect data using quantitative techniques and an explanatory study design. Multiple linear regression analysis was used to assess the correlation between variables. According to the findings, relationship marketing has the greatest impact on parents' assessment of which school to enrol their children in, followed by service quality and institutional trust. The regression model explains 55.6% of the variance in the decision-making process. The results of this study highlight the need for religious-based educational institutions to prioritize relationship marketing techniques, improve service quality, and foster trust.

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