What Influences Parents in Choosing Homeschooling? A Socio-Demographic Conjoint Analysis in Indonesia

Abstract

This study aims to analyze parental preferences in selecting homeschooling institutions in Indonesia based on four attributes: brand personality, learning program basis, marketing media, and reference source. The research employed conjoint analysis (choice-based) with 171 respondents from Jabodetabek, Bandung, Surabaya, Yogyakarta, Denpasar, Medan, and Makassar, using purposive sampling. Results indicate reference source as the most influential attribute (29.6%), followed by brand personality (25.8%), learning program basis (23.6%), and marketing media (21.0%). Parents predominantly preferred recommendations from psychologists, a competence-based brand personality, talent-and-interest-based programs, and marketing via social media. This preference analysis highlights the importance of psychologist-based marketing strategies, strengthening competence branding through testimonials and accreditation, and personalized learning programs. Government support through regulation, teacher training, and standardization of talent assessments is also recommended to enhance education, especially in the context of nonformal school preferences.