Pengaruh Citra Merek, Promosi dan Word of Mouth terhadap Keputusan Orang Tua memilih biMBA AIUEO (Studi Kasus pada biMBA AIUEO Margahayu sebagai Lembaga Pendidikan Non-Formal)

Zakiyyah, Syarifatun (2026) Pengaruh Citra Merek, Promosi dan Word of Mouth terhadap Keputusan Orang Tua memilih biMBA AIUEO (Studi Kasus pada biMBA AIUEO Margahayu sebagai Lembaga Pendidikan Non-Formal). Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study was conducted to determine the influence of brand image, promotion, and word of mouth on parents' decisions to choose biMBA AIUEO, particularly biMBA AIUEO Margahayu unit. This research employed a quantitative method with a descriptive approach. The population of this study consisted of parents who enrolled their children at biMBA AIUEO Margahayu. This study used a saturated sampling (census) technique with a total sample of 50 respondents. Data collection was carried out by distributing questionnaires using a Likert scale, and the data were then processed using SPSS version 29, resulting in primary data. The results of this study show that: (1) the brand image variable partially has a positive and significant effect on parents' decisions (t count 4.266 > t table 2.013 sig. 0.000 < 0.05), so H1 is accepted; (2) the promotion variable partially has a positive and significant effect on parents' decisions (t count 3.363 > t table 2.013 sig. 0.002 < 0.05), so H2 is accepted; (3) the word of mouth variable partially has a positive and significant effect on parents' decisions (t count 2.371 > t table 2.013 sig. 0.022 < 0.05), so H3 is accepted; and (4) the variables of brand image, promotion, and word of mouth simultaneously have a positive and significant effect on parents' decisions (F count 198.355 > F table 2.70 sig. 0.001 < 0.05), so H4 is accepted. The coefficient of determination (R2) value of 0.924 indicates that 92.4% of parents' decisions can be explained by the variables of brand image, promotion, and word of mouth, while the remaining 7.6% is influenced by other variables not examined in this study.

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