The Influence of Price, Brand Image and Word of Mouth on Parents' Decision to Send Their Children to MIS Al Ikhwah Pontianak
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Brand Image,
Word of Mouth,
Parental Decision,
Elementary Madrasah
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Abstract
Education is a process that not only transfers knowledge, but also forms individual character to live personal and social life. Elementary schools, including Madrasah Ibtidaiyah (MI), are an important foundation in the process of children's basic education. As public awareness of the quality of education increases, competition between schools, especially private MI in Pontianak City, is getting tighter. One of the private MIs that continues to innovate in increasing its attractiveness is MIS Al Ikhwah Pontianak. This school not only excels in academic and non-academic achievements, but also has a superior Tahfidz Al-Qur'an program, complete facilities, and a parallel class system. This study aims to analyze the influence of Price, Brand Image, and Word of Mouth on Parents' Decisions in choosing MIS Al Ikhwah as a place for children's education. The method used is associative research with a quantitative approach. Data were obtained through questionnaires to parents of students and interviews with the principal. The results of the study showed that the three independent variables (Price, Brand Image, and Word of Mouth) simultaneously and partially had a positive and significant effect on Parents' Decisions. The regression equation obtained is Y = 0.081 + 0.315X1 + 0.390X2 + 0.268X3 with an R² value of 0.835, which means that 83.5% of the variation in parental decisions is explained by the three variables. This shows the importance of school image and community perception in influencing children's educational choices
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