PENGARUH CITRA SEKOLAH, KUALITAS PELAYANAN DAN WORD OF MOUTH (WOM) TERHADAP PENGAMBILAN KEPUTUSAN ORANG TUA MEMILIH SEKOLAH SMA MAITREYAWIRA KARIMUN

Abstract

This study aims to analyze the influence of school brand image, service quality, and Word of Mouth on parents' decisions to choose Maitreyawira Karimun Senior High School, Riau Islands, as the educational institution for their children. This study employed a quantitative approach using a survey method. The research population consisted of 48 parents of Maitreyawira Karimun Senior High School students’ chosen using a saturated sampling technique. Data were collected through a questionnaire utilizing a five-point Likert scale. The data were analyzed using SPSS, including validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-test, F-test, and the coefficient of determination (R²). The results indicate that all research instruments were valid and reliable and met the classical assumption requirements. Partially, school brand image had a positive effect on parents' decisions in selecting a school. Service quality also had a positive and significant effect on school selection decisions, as indicated by a significance value of 0.000 (<0.05). Furthermore, Word of Mouth had a positive and significant effect on school selection decisions and was identified as the most dominant variable among the independent variables. Simultaneously, school brand image, service quality, and Word of Mouth had a positive and significant effect on parents' decisions to choose Maitreyawira Karimun Senior High School, with an F-value of 21.523 and a significance level of 0.000. The coefficient of determination (R²) of 0.595 indicates that these three variables explain 59.5% of the variance in parents' school selection decisions, while the remaining 40.5% is influenced by other factors beyond the scope of this study. The findings of this study imply that strengthening the school's brand image, maintaining excellent service quality, and fostering positive word-of-mouth communication are essential strategies for enhancing public trust and influencing parents' decisions to choose Maitreyawira Karimun Senior High School as an educational institution.