Hubungan Strategi Brand Image dengan Tingkat Kepercayaan Orang Tua Siswa

Sinta Jaelani, Supiana Supiana, Kasmin Kasmin

Abstract


This research aims to determine the relationship between brand image strategy and the level of trust of parents of students at SDIT Fithrah Insani throughout Bandung Regency. This research is descriptive, using a quantitative correlation type approach. The data collection technique uses a questionnaire. Then the data analysis techniques in this research are instrument tests, partial analysis tests per indicator, prerequisite tests, and correlation tests. Based on the results of the study, statistical testing showed that the brand image strategy in this study received an average value of 4.20 which means very high or very good; The Dependent Variable in this study is the trust of parents of students at SDIT Fithrah Insani throughout Bandung Regency obtained an average score of 4.20 or on an interval scale the position was in the range of 4.20 - 5.00 which means very high or very good. Based on the data above, it leads to positive properties because the pearson correlation number is 0.846 which in that number does not have a negative sign (-). So it means that the better the brand image strategy, the higher the confidence of parents. Furthermore, a coefficient of determination (R Square) of 0.716 was obtained which can be concluded that the contribution of the brand image strategy variable to the trust of parents of students is 71.6%.


Keywords: Strategy, Brand Image, Trust


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References


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DOI: http://dx.doi.org/10.31958/manapi.v2i2.10536

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