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Research Article

The Predictors of the Parents' Decision to Enroll Their Children in a Private University in Toledo City, Cebu

854 reads
Joris Cesar Josep , Rave Isobel Atillo , Angel Freitz Dacuyan , Mil Vincent Bariquit , Angelika Gail Capukong , John David Padayao , Jonathan Alvarado , Sonny Leyson , Stella Marie Botanas , Cirilo Adorable , Jessa Alqueza , Valerie Jane Jugadora
Psych Educ Multidisc J, 2025, 50 (6), 643-652, DOI: https://doi.org/10.70838/pemj.500605, ISSN 2822-4353
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Abstract

This study examines predictors of parents' enrollment decisions in a private university in Toledo City, Cebu, using the Theory of Planned Behavior (TPB) as its framework. The TPB posits attitude, subjective norms, and perceived behavioral control as key determinants of behavioral intention. Employing a quantitative-correlational design, data from 313 parent-respondents were collected via a reliable questionnaire (Cronbach's Alpha = 0.89). Regression analysis showed subjective norms, especially family influence, as the strongest predictor (β = 0.492, p < 0.001), aligning with collectivist Filipino culture, in which familial guidance shapes choices. Factors like academic reputation, faculty quality, peer influence, accessibility, financial aid, and enrollment process had no significant effects, highlighting the novelty of subjective norms outweighing attitudes and control beliefs in this context. Theoretically, this affirms TPB's adaptability to cultural settings; practically, it supports family-centered marketing strategies such as testimonials and referral programs. Limitations include the correlational design and focus on one institution, suggesting caution in generalizing findings.

Keywords theory of planned behavior subjective norms parents' enrollment decision-making Filipino culture university marketing
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The team behind this paper

12 authors, 1 institution.

This paper University of the Visayas — Philippines University of the Visay… 12 authors Joris Cesar Josep — corresponding author JJ Joris Cesar Josep ✉ Rave Isobel Atillo RA Rave Isobel Atillo Angel Freitz Dacuyan AD Angel Freitz Dacuyan Mil Vincent Bariquit MB Mil Vincent Bariquit Angelika Gail Capukong AC Angelika Gail Capukong John David Padayao JP John David Padayao Jonathan Alvarado JA Jonathan Alvarado Sonny Leyson SL Sonny Leyson Stella Marie Botanas SB Stella Marie Botanas Cirilo Adorable CA Cirilo Adorable Jessa Alqueza JA Jessa Alqueza Valerie Jane Jugadora VJ Valerie Jane Jugadora

Readership

855 reads over 11 months.

December 2025 October 2026

Related work on SciMatic

Closest of 12 articles sharing keywords with this one. A rarer shared keyword counts for more than a common one.

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This article is token #6898 of SciMatic Articles (ERC-1155): 1,000,000 tokens, minted once, never more. The chain also stores a fingerprint (SHA-256) of the article's record, so anyone can check that it has not been altered.

HolderWalletTokens
SciMatic 0xc35709…277732 100,000 (10%)
Joris Cesar Josep 0x0b4CF1…c40A49 75,000 (7.5%)
Rave Isobel Atillo 0x06894c…20a736 75,000 (7.5%)
Angel Freitz Dacuyan 0x342024…1823eF 75,000 (7.5%)
Mil Vincent Bariquit 0x7904dd…aa73fc 75,000 (7.5%)
Angelika Gail Capukong 0x93A807…7C806B 75,000 (7.5%)
John David Padayao 0x0c32E9…e7a143 75,000 (7.5%)
Jonathan Alvarado 0xf8f0e8…73B120 75,000 (7.5%)
Sonny Leyson 0x1D2b34…B4389f 75,000 (7.5%)
Stella Marie Botanas 0xB3B5e6…175Fb2 75,000 (7.5%)
Cirilo Adorable 0x91d278…6Ae1F3 75,000 (7.5%)
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Bibliographic Information

Joris Cesar Josep, Rave Isobel Atillo, Angel Freitz Dacuyan, Mil Vincent Bariquit, Angelika Gail Capukong, John David Padayao, Jonathan Alvarado, Sonny Leyson, Stella Marie Botanas, Cirilo Adorable, Jessa Alqueza, Valerie Jane Jugadora, (2025). The Predictors of the Parents' Decision to Enroll Their Children in a Private University in Toledo City, Cebu, Psychology and Education: A Multidisciplinary Journal, 50(6): 643-652
Bibtex Citation
@article{joris_cesar_josep2025pemj,
author = {Joris Cesar Josep and Rave Isobel Atillo and Angel Freitz Dacuyan and Mil Vincent Bariquit and Angelika Gail Capukong and John David Padayao and Jonathan Alvarado and Sonny Leyson and Stella Marie Botanas and Cirilo Adorable and Jessa Alqueza and Valerie Jane Jugadora},
title = {The Predictors of the Parents' Decision to Enroll Their Children in a Private University in Toledo City, Cebu},
journal = {Psychology and Education: A Multidisciplinary Journal},
year = {2025},
volume = {50},
number = {6},
pages = {643-652},
doi = {10.70838/pemj.500605},
url = {https://scimatic.org/index.php/show_manuscript/6898}
}
APA Citation
Josep, J.C., Atillo, R.I., Dacuyan, A.F., Bariquit, M.V., Capukong, A.G., Padayao, J.D., Alvarado, J., Leyson, S., Botanas, S.M., Adorable, C., Alqueza, J., Jugadora, V.J., (2025). The Predictors of the Parents' Decision to Enroll Their Children in a Private University in Toledo City, Cebu. Psychology and Education: A Multidisciplinary Journal, 50(6), 643-652. https://doi.org/10.70838/pemj.500605

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