PENGARUH PRODUK DAN LOKASI TERHADAP KEPUTUSAN ORANG TUA SISWA MEMILIH SDN 02 TALAMAU DENGAN CITRA SEKOLAH SEBAGAI VARIABEL MODERASI

Abstract

The purpose of this study is to examine the role of school image as moderating
variable on the relationship between product, place and parent decision in selecting
elementary school 02 Talamau. The study population is students’ parent for III-VI
level which accounted for 167 persons while the usable samples were 118
respondents and the response rate was 94,40%. In order to test hypotheses
development, this study performed Moderated Regression Analysis (MRA). The
results of analysis found that first, product and place positively and significantly
effected parent decision in selecting elementary school 02 Talamau. Second, school
image was found to have positive and significant effect on parent decision in
selecting elementary school 02 Talamau. Third, school image was not found to have
moderating effect on relationship between product, place and parent decision in
selecting elementary school 02 Talamau. The findings of the study suggested that in
order to enhancing the number of new students, it is suggested to increase the
implementation of product, place, and school image.
Keywords: Product, Place, School Image, Parent Decision.