The Impact of Service Quality and Educational Costs on School Selection Decisions: The Mediating Role of Brand Image in SD IT Cahaya Hati Pauh Kambar

Dwi Nasri Gusnia, Reni Yuliviona and Listiana Sri Mulatsih
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Dwi Nasri Gusnia: Master of Science in Management Study Program Faculty of Economics and Business, Universitas Bung Hatta, Indonesia
Reni Yuliviona: Master of Science in Management Study Program Faculty of Economics and Business, Universitas Bung Hatta, Indonesia
Listiana Sri Mulatsih: Master of Science in Management Study Program Faculty of Economics and Business, Universitas Bung Hatta, Indonesia

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 3s, 2389-2400

Abstract: This study investigates the factors influencing school selection decisions among parents at SD IT Cahaya Hati Pauh Kambar. The research focuses on the effects of service quality and educational costs on the decision-making process, with brand image acting as a mediating variable. Data was collected from 246 parents through a structured questionnaire. The findings reveal that both service quality and educational costs have a significant impact on parents’ school selection decisions, with brand image playing a crucial role in mediating these relationships.

Date: 2025
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