PENGARUH KUALITAS PELAYANAN DAN CITRA MEREK TERHADAP KEPERCAYAAN ORANG TUA MURID KELAS 1 SD DI SEKOLAH MAITREYAWIRA CEMARA ASRI, DELI SERDANG

Febri Theresia Salim; Yuliana Yuliana; Elserra Siemin Ciamas

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Affiliations

Febri Theresia Salim
Politeknik Cendana, Medan, Indonesia

Yuliana Yuliana
Politeknik Cendana, Medan, Indonesia

Elserra Siemin Ciamas
Politeknik Cendana, Medan, Indonesia

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PENGARUH KUALITAS PELAYANAN DAN CITRA MEREK TERHADAP KEPERCAYAAN ORANG TUA MURID KELAS 1 SD DI SEKOLAH MAITREYAWIRA CEMARA ASRI, DELI SERDANG

Febri Theresia Salim ,
Yuliana Yuliana ,
Elserra Siemin Ciamas

Proceedings Economic, Social Science, Computer, Agriculture and Fisheries (ESCAF) 3rd 2024

Submitted: Aug 23, 2024

Abstract

This research aims to determine "The influence of service quality and brand image on the trust of parents of grade 1 elementary school students at the Maitreyawira Cemara Asri School, Deli Serdang. In this research, the author wants to identify the problem of "Is there an influence between service quality and brand image on the trust of parents of grade 1 elementary school students at Maitreyawira Cemara Asri School, Deli Serdang?". The aim is to determine the influence of service quality and brand image on the trust of parents of grade 1 elementary school students at the Maitreyawira Cemara Asri School, Deli Serdang. The author uses associative quantitative research methods. Associative research is a research method that asks questions between 2 or more variables. The data collection technique used by the author in this research was a questionnaire. The sample used was all parents of 1st grade elementary school students at Maitreyawira School, totaling 62 people. The research instrument used was validity and reliability testing. The data analysis technique used is multiple linear regression. Based on calculations carried out by the author using the SPSS version 26 program application, it turns out that a correlation result 0.908 and a significant value of 0.000 is obtained, which indicates that service quality and brand image are believed to have a positive and strong relationship. From the results of the AdjustedR Square it is .819% and the remaining 18.1% is influenced by other factors. From the calculation of multiple regression analysis Y=2.152+0.424X1+0.535X2. Thus, it can be concluded that service quality and brand image influence the trust of parents of grade 1 elementary school students at the Maitreyawira Cemara Asri Asri School, Deli Serdang.