Setiawan, Rois Mahfud (2022) ..(GUNAKAN TANDA TANGAN ASLI BUKAN SCAN PADA LEMBAR PERSETUJUAN, PENGESAHAN, PERSETUJUAN PUBLIKASI DAN KEASLIAN TULISAN, UPLOAD ULANG)..Pengaruh Brand Image Dan Word Of Mouth Lembaga Pendidikan Terhadap Keputusan Pembelian Jasa Pendidikan di MI Terpadu Amaanatul Ummah Kauman. Masters thesis, IAIN Ponorogo.
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Abstract
Rois Mahfud Setiawan. 502190034. Islamic Education Management Study Program, Post Graduate, IAIN Ponorogo. 2022. The Influence of Brand Image of Educational and Word Of Mouth Institutions on Decisions to Purchase Educational Services at MI Terpadu Amaanatul Ummah Kauman. Supervisor: Dr. Wirawan Fadly, M.Si.
Making Customer education decision in purchasing educational services certainly requires special considerations based on existing information and assessments about an educational institution. The information and assessments that are spread in the community reflect the brand image and word of mouth owned by an educational institution.
This study uses a quantitative approach with a correlational research design. The research population are all parents of class I and II MI Terpadu Amaanatul Ummah, Kauman Village, Kec.Kauman Kab. Ponorogo. The sampling technique used is simple random sampling. This study uses inferential statistical analysis techniques with t-test, F-test, multiple regression analysis, and the Coefficient of Determination with the help of SPSS Statistics 18 software. The aims of this study are (1) To determine the effect of brand image of educational institutions on purchasing decisions of educational services at MI Terpadu Amaanatul Ummah Kauman, (2) Knowing the effect of word of mouth on purchasing decisions for educational services at MI Terpadu Amaanatul Ummah Kauman, (3) Knowing the effect of brand image and word of mouth on purchasing decisions for educational services at MI Terpadu Amaanatul Ummah Kauman.
Based on the partial significance test (t-test) of the brand image and word of mouth variables, it shows that each of these variables has a positive influence on purchasing decisions for educational services. Meanwhile, based on the simultaneous significance test (F-test), it shows that the two variables have a good influence on purchasing decisions for educational services at MI Terpadu Amaanatul Ummah with an influence value of 72.9%.
Keywords: brand image, word of mouth and purchasing decisions
| Item Type: | Thesis (Masters) |
|---|---|
| Thesis Supervisor: | Wirawan Fadly |
| Subjects: | 13 EDUCATION > 1399 Other Education > 139999 Education not elsewhere classified |
| Divisions: | Program Pascasarjana > Program Studi Magister Manajemen Pendidikan Islam |
| Depositing User: | Miss Perpustakaan IAIN Ponorogo |
| Date Deposited: | 16 Jun 2022 02:18 |
| Last Modified: | 16 Jun 2022 02:18 |
| URI: | http://etheses.iainponorogo.ac.id/id/eprint/19058 |
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