ANALYSIS OF CUSTOMER ORIENTATION, RELATIONSHIP QUALITY, AND WORD OF MOUTH AND THEIR IMPACT ON PARENTAL DECISIONS IN ENROLLING CHILDREN AT BPK PENABUR METRO

Abstract

This study investigates the impact of customer orientation, relationship quality, and word of mouth on parental decisions regarding their children's enrollment at BPK Penabur Metro. Utilizing a quantitative research design, data were collected from 60 parents through structured questionnaires and observations. The findings reveal that all three factors significantly influence parental decision-making, with customer orientation and relationship quality playing particularly crucial roles. Validity and reliability tests confirmed the robustness of the measurement instruments, and regression analysis demonstrated the substantial explanatory power of the variables. The study provides valuable insights for educational institutions aiming to enhance their service quality and communication strategies to improve enrollment rates. Future research could extend these findings to other educational contexts to validate and generalize the results.