Published: 2026-04-01

Pengaruh Social Media Marketing, Education Service Quality terhadap Kepuasan Orang Tua Pada SDIT Bunayya Medan Sunggal melalui Brand Image sebagai Variabel Intervening

DOI: 10.35870/jemsi.v12i2.6101

Rizki Nurafrilia Harahap, Fadli Fadli, Evawany Yunita Aritonang
  • Rizki Nurafrilia Harahap: Universitas Sumatera Utara
  • Fadli Fadli: Universitas Sumatera Utara
  • Evawany Yunita Aritonang: Universitas Sumatera Utara
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Abstract

This study's overarching goal is to dissect how SDIT Bunayya Medan Sunggal's social media marketing and the quality of its educational services affect the school's reputation and the happiness of its parents. In order to take a quantitative approach, we gave parents surveys to fill out, and then we used route analysis to look for direct and indirect relationships between the factors. Brand Image and Parental Satisfaction are unaffected by Social Media Marketing, according to the results. On the other hand, Education Service Quality significantly and positively affects both of these factors. Although brand image did not mediate the impact of social media marketing, it did improve parents' satisfaction and mediate the influence of education service quality. Parents' impressions and satisfaction are largely determined by the quality of educational offerings, according to these studies. For a more complete picture, future studies should incorporate other factors like family trust or school communication.

Keywords

Social Media Marketing; Education Service Quality; Brand Image; Parent Satisfaction

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How to Cite

Harahap, R. N., Fadli, F., & Aritonang, E. Y. (2026). Pengaruh Social Media Marketing, Education Service Quality terhadap Kepuasan Orang Tua Pada SDIT Bunayya Medan Sunggal melalui Brand Image sebagai Variabel Intervening. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 12(2), 1181-1191. https://doi.org/10.35870/jemsi.v12i2.6101
Article Information

This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 12 No. 2 (2026)

  • Section: Articles

  • Published: 2026-04-01

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Author Biographies
Rizki Nurafrilia Harahap, Universitas Sumatera Utara
Google Scholar ResearchGate ORCID

Magister Manajemen, Sekolah Pascasarjana, Universitas Sumatera Utara, Kota Medan, Indonesia.

Fadli Fadli, Universitas Sumatera Utara
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Magister Manajemen, Sekolah Pascasarjana, Universitas Sumatera Utara, Kota Medan, Indonesia.

Evawany Yunita Aritonang, Universitas Sumatera Utara
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Magister Manajemen, Sekolah Pascasarjana, Universitas Sumatera Utara, Kota Medan, Indonesia.

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