The Role of Vocational High School Brand Image in Building Parents’ Trust and School Selection Decisions

DOI

10.2991/978-94-6239-811-5_47How to use a DOI?

Keywords

Brand Image; Parents Decision making; Vocational Education; Vocational High School

Abstract

The selection of vocational education institutions has now transformed into a future investment decision fraught with risk considerations. This study aims to analyze the crucial role of Vocational High School (SMK) brand image in influencing parents’ decision-making. Utilizing a qualitative descriptive approach through library research, this study examines scientific literature sourced from reputable academic journals, textbooks, and vocational education policy reports. The gathered data were analyzed using thematic analysis techniques, specifically through coding and theme categorization, to identify dominant patterns regarding risk perception and institutional image. This article dissects the core dimension shaping Vocational school brand image, encompassing industrial synchronization (link and match), alumni track record, and the reliability of technical facilities as well as the dynamics of its reinforcement through communication strategies in the digital era. The results of the study confirm that brand image is not merely a surface attribute or a big name, but a risk reducer mechanism that significantly wins parents’ trust, which in turn drives the final decision to choose a school. The implication of this study emphasizes the importance of strategic reputation management for school, administrators to align internal performance quality with public perception.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Fitri Dwiastuti
AU  - Ambar Lukitaningsih
AU  - Muinah Fadhilah
PY  - 2026
DA  - 2026/10/29
TI  - The Role of Vocational High School Brand Image in Building Parents’ Trust and School Selection Decisions
BT  - Proceedings of the International Conference on Business, Economic, and Social Sustainability (ICOBES 2026)
PB  - Atlantis Press
SP  - 601
EP  - 614
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-811-5_47
DO  - 10.2991/978-94-6239-811-5_47
ID  - Dwiastuti2026
ER  -