Pengaruh Brand Image, Price Perception dan Service Quality terhadap Keputusan Orang Tua dalam Memilih Sekolah Swasta dengan Brand Trust sebagai Variabel Intervening pada Yayasan Perguruan F.Tandean Tebing Tinggi

Abstract

The intense competition among private schools in Tebing Tinggi City encourages parents to be more selective in choosing educational institutions for their children. This study aims to analyze the direct and indirect influence of Brand Image, Price Perception, and Service Quality on parents' decision in selecting a school, with Brand Trust as an intervening variable. This research is categorized as quantitative associative research. Data were obtained from 100 respondents-parents of students at Yayasan Perguruan F. Tandean-through the distribution of questionnaires. The population includes all parents who have chosen Yayasan Perguruan F. Tandean as an educational institution for their children. The sampling technique used was random sampling, specifically Simple Random Sampling, in which each population member had an equal chance ofbeing selected. The analytical method used was Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The study includes three independent variables (Brand Image, Price Perception, Service Quality), one intervening variable (Brand Trust), and one dependent variable (Decision to Choose a School). The results indicate that Brand Image, Price Perception, and Service Quality have a significant direct effect on Brand Trust and indirectly influence the Decision to Choose School through Brand Trust. Furthermore, Brand Trust significantly influences the Decision to Choose a School. Thus, enhancing brand image, price perception, and service quality can foster parents' trust in the school, ultimately affecting their decision-making in school selection.