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August 11, 2025International Journal of Asian Business and Management

The Influence of Brand Image, Price Perception and Service Quality on Parents' Decisions in Choosing Private Schools with Brand Trust as an Intervening Variable at the Yayasan Perguruan F.Tandean Tebing Tinggi

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Authors

SLSyahrika LuthfiFFFadli FadliBSBeby Karina Fawzeea Sembiring

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Overview

Associative quantitative analysis reveals brand trust impacts parents' choices in private schools, suggesting key improvement areas.

Key Points

  • Brand trust significantly influences parents' decisions on choosing private schools, emphasizing its foundational role in educational marketing.
  • The study found that brand image, price perception, and service quality significantly contribute to enhancing brand trust among parents.
  • Utilizing structural equation modeling, a strong relationship was established between perceived factors and parents' school selection choices.
  • Improving brand image, price perception, and service quality can effectively increase parents' trust in private schools, leading to better decision-making.

Cite This Study

Luthfi et al. (2025) studied this question.

synapsesocial.com/papers/68c2354db210217d647709b9https://doi.org/10.55927/ijabm.v4i3.384
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1The Influence of Education Service Quality on School Selection Interest with School Image as a Mediating Variable at SMA X Bandung2025
  2. 2Factors Influencing Parents in Choosing SD IT Cahaya Bangsa in Semarang City with Trust as a Moderating Variable2024
  3. 3The Influence Of Perceptions Of Price And Quality Of Service On Purchasing Decisions On Tenteng Products PD. Kujang Jaya2024
  4. 4THE EFFECT OF PRODUCT QUALITY AND PRICE ON PURCHASE INTEREST WITH BRAND TRUST AS A MEDIATING VARIABLE IN ADIMENOREH TEA2025
  5. 5The Effect of Brand Image, Product Quality, and Trust on Sanctuary Purchases2025