The Influence of Brand Image, Price Perception and Service Quality on Parents' Decisions in Choosing Private Schools with Brand Trust as an Intervening Variable at the Yayasan Perguruan F.Tandean Tebing Tinggi

This study analyzes the direct and indirect effects of Brand Image, Price Perception, and Service Quality on Parents' Decision to Choose a School in Tebing Tinggi City, with Brand Trust as an intervening variable. The method used is associative quantitative with Simple Random Sampling technique from 100 parents of students at Perguruan F. Tandean Foundation. Data analysis using Structural Equation Modeling (SEM) based on Partial Least Square (PLS). The results showed that Brand Image, Price Perception, and Service Quality have a significant effect on Brand Trust, which then indirectly affects the decision to choose a school. Brand Trust also has a significant effect on the decision. In conclusion, improving these three factors can build parents' trust in schools and influence their decisions