Pengaruh Brand Image, Word of Mouth, dan Fasilitas terhadap Keputusan Orang Tua Memilih Sekolah Dasar Swasta Budi Murni 2 di Perumnas Simalingkar Medan

Abstract

This research aims to test and analyze the effect of brand image, word of mouth, and facilities on parents' decisions to choose private primary school budi murni 2 in perumnas simalingkar medan. Data collection was carried out through distributing questionnaires and carried out on 90 respondents, namely parents of students at SD Swasta Budi Murni 2. In this study, the sample selection method used was probability sampling technique with a simple random sampling approach. Data analysis in this study using the help of SPSS version 22. The data analysis used is multiple linear regression analysis. The results of this study indicate partially that brand image has a positive and significant effect on purchasing decisions, WOM has a positive and significant effect on purchasing decisions, and facilities have a positive and significant effect on purchasing decisions. Simultaneously brand image, WOM, and facilities have a positive and significant effect on the decision of parents to choose a private elementary school budi murni 2 in perumnas simalingkar medan.