ANALISIS PENGARUH PERSEPSI KUALITAS DAN CITRA MEREK TERHADAP MINAT MENDAFTAR PADA SMP PAMARDI YUWANA BHAKTI JATI MAKMUR PONDOK GEDE BEKASI

Abstract

The purpose of this research is to test the influence of perceived quality and brand image toward intention to register to solve the problem within Pamardi Yuwana Bhakti Junior High School. The samples of this research consist of a hundred parents who have child in elementary school and know about the existency of Pamardi Yuwana Bhakti Junior High School. Regression Analysis was run by Statistical Package Social Science (SPSS) software for data analysis. The result of the analysis showed that perceived quality and brand image contributes positive influence, toward intention to register. The result indicate that to increase intention to register of Pamardi Yuwana Bhakti Junior High School, the management of Pamardi Yuwana Bhakti Junior High School need to pay attention on these two independent variables. The result in coefficient value is 0,184 for the measurement on perceived quality. The higher the perceived quality will increase intention to register of Pamardi Yuwana Bhakti Junior High School. While the result in coefficient value is 0,354 with significancy below 0,05. Which means the higher the brand image of Pamardi Yuwana Bhakti Junior High School will increase intention to register.