PENGARUH WORD OF MOUTH, BRAND IMAGE, KUALITAS PELAYANAN TERHADAP KEPUTUSAN ORANG TUA MEMILIH PENDIDIKAN DI SDIT HASANAH FIDDAROIN

Abstract

This research aimed to examine and analyze the effect of word of mouth, brand image, and service quality on the parent’s decision to choose their childern’s education at SDIT Hasanah Fiddaroin. The research was quantitative. Moreover, the population was parents whose children studied at SDIT Hasanah Fiddaroin. The sample was 67 respondents. Furthermore, the instrument in the data collection technique was a questionnaire.The questionnaires were distributed to the respondents. Additionally, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution) 26.0 version. The result showed that word of mouth a positive but insignificant effect on the parent’s decision to choose their childre’s education at SDIT Hasanah Fiddaroin. On the other hand, the brand image had positive and significant effect on the parent’s decision to choose their children’s education at SDIT Hasanah Fiddaroin. Likewise, service quality had a positive and significant effect on the parent’s decision to choose their children’s education at SDIT Hasanah Fiddaroin