The Effect Of Facilities And Prices On Parents' Decisions To Send Children To School And Brand Image As Intervening Variables At Tabqha Christian Elementary School Batam

Schools have a role in providing a foundation for the growth and development of students' progress. The selection of a quality school is one of the keys to obtaining children's success according to parents' expectations. Parents' decisions to choose a school usually consider price, facilities and a positive image of the school. The purpose of this study was to analyze the effect of facilities and prices on parents' decisions to send their children to school and brand image as an intervening variable at Tabqha Christian Elementary School Batam. The population in this study were parents of grade I elementary school students with a sample of 62 respondents. The technique used is saturated sampling technique and the significance test uses the sobel test. The results of direct influence research show that; Facilities have a positive and significant effect on brand image, Price has no significant effect on brand image, Facilities have no significant effect on parents' decisions, Price has a positive and significant effect on parents' decisions, and Brand image has a positive and significant effect on parents' decisions. While the indirect effect results in that facilities have a positive and significant effect on parental decisions through brand image and price has no significant effect on parental decisions through brand image.