PENGARUH CITRA MEREK, BIAYA PENDIDIKAN DAN KUALITAS LAYANAN TERHADAP KEPUASAN ORANG TUA SISWA

This research aims to determine whether there is an influence of brand image, education costs, and service quality on the satisfaction of parents of students at SMK Ar-Raudhah North Jakarta. Using a quantitative descriptive research method with primary data obtained from distributing questionnaires to 170 parents of students. The questionnaire data were analyzed using validity tests, reliability tests, classical assumption tests, normality tests, and multiple regression analysis. The research results indicate that 1) brand image partially has a positive and significant effect on parent satisfaction; 2) education costs partially do not have a positive and significant effect on parent satisfaction; 3) service quality partially has a positive and significant effect on parent satisfaction; and 4) there is a positive and significant simultaneous effect of brand image, education costs, and service quality on parent satisfaction.