The Influence of Brand Image, Service Quality, and Marketing Strategy on Grade 12 Students' Decisions in Choosing Tutoring (A Case Study of the 70 Palembang Police Alumni Test Tutoring)
Abstract
This study aims to determine the effect of Brand Image, Service Quality, and Marketing Strategy on Grade 12 Students' Decisions in Choosing Alumni Test Guidance (BTA) 70 Palembang PTC Branch. This study uses a quantitative approach with a survey method, simple random sampling technique, and involves 100 grade 12 student respondents. Data collection was carried out through questionnaires, then analyzed using multiple linear regression with the help of SPSS 25. The results of the study indicate that partially Brand Image, Service Quality, and Marketing Strategy have a positive and significant effect on student decisions. Simultaneously, the three variables also have a significant effect on grade 12 students' decisions in choosing BTA 70. This finding emphasizes the importance of strengthening brand image, improving service quality, and implementing integrated marketing strategies to attract students' interest and trust in choosing tutoring institutions.
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