THE INFLUENCE OF BRAND IMAGE, SERVICE QUALITY, AND SOCIAL MEDIA PROMOTION ON CONSUMER DECISIONS IN CHOOSING A PRIVATE SCHOOL IN BEKASI

Abstract

This study aims to answer the research problem, namely to determine the effect of brand image, service quality, and social media promotion on consumer decisions in choosing a school, especially for students in the 2023/2024 academic year. The population used in this study were all students in the 2023/2024 academic year. The sample used was class X students of totaling 118 respondents. The data collection methods in this study were questionnaires and literature studies. Primary data collection is obtained from questionnaires distributed using Google Form (GForm). In this study, validity and reliability tests were carried out using Cronbach Alpha statistics, Classical Assumption Analysis techniques and Multiple Linear Regression Test methods. To test the hypothesis using the t test, the Coefficient of Determination (R2) test and the F test. Primary data processing using IBM SPSS version 26.0. The results showed that the variables of brand image, service quality, and social media promotion have a positive and significant influence on consumer decisions in choosing a school.