Analysis of the Influence of Perceptions on Parents Decisions in Choosing Education Services

This study aims to determine whether the dimensions of a company's perceptions, namely facilities, price, quality and location influence the parents 'decision to choose SDIT-X education services and analyze the most dominant factors in influencing parents' decisions in choosing SDIT-X education services. The population in this study were parents of students who send their children to school at SDIT-X. The samples taken were 86 respondents using the Non-Probability Sampling technique with a Purposive sampling approach, namely sampling based on a specific target, while the sampling criteria were respondents who had felt the performance of SDIT-X. Based on the results of the study, the regression equation is obtained as follows: Y = 0.215 X1 + 0.217X2 + 0.181 X3 + 0.249 X4. Based on the analysis of statistical data, the indicators in this study are valid and the variables are reliable. In testing classical assumptions, the regression model is free from multicolonity, there is no heteroscedasticity, and normal distribution. The individual sequence of each of the most influential variables is the Location variable with a regression coefficient of 0.249, then the price variable with a regression coefficient of 0.217, then followed by facility variables with a regression coefficient of 0.215. While the variable that has the lowest effect is quality with a regression coefficient of 0.181. SDIT-X needs to maintain the elements that have been valued well by the customer and need to improve things that are still lacking.