Analisis Pengaruh Persepsi Terhadap Keputusan Orang Tua Murid Memilih Jasa Pendidikan Di TK Bruder Singkawang

Abstract

The purpose of this research is to analysing and explaining the perception effect of facilities, prices, qualities, and locations on purchase decision. This research uses quantitative method, data collected by observation and questionnaire with 106 people as respondents.In this research, concluded that based on the F test independent variables together have an effect on  dependent variable that parents of students choose TK Bruder Singkawang education service. Based on the partial test, the perceptions of prices and qualities indicators are affected on service purchase decision, whereas facilities and locations perceptions has no effect on service purchase decision. Based on the coefficient results of determination (R Square) shown that the variable on service purchase decision is 0.193 or 19.3 percent. Suggestion given for the next researchers is to pay attention on the other variables that may affect on purchase decision. Because based on the coefficient  of determination, this research only affect 19.3 percent, the remaining 80.7 percent is influenced by other variables for example promotions, accesses and others.