The Influence of Brand Image and Brand Awareness on The Decision to Enroll in a Tutoring Institution

Abstract

Student tutoring is a very promising business opportunity in many cities in Indonesia, as indicated by the increasing choice of student tutoring agencies. This study was conducted to increase understanding of the factors that determine parents to enroll their children to a tutoring agency. The research sample was parents whose children were registered at a tutoring agency in Purbalingga Regency, Central Java. Sampling was carried out at convenience and the data was analyzed using Structural Equation Modeling analysis with SmartPLS Software. Authors collaborate with the agency head offices that handles the district to gain access to students' parents. The number of complete questionnaires that can be processed and analyzed is 128 data. The findings show that: (1) Brand image influences brand trust positively. (2) Brand awareness influences brand trust positively. (3) Brand image influences the decision to enroll positively. (4) Brand awareness influences the decision to register positively. (5) Brand trust influences the decision to register positively. (6) Brand Trust mediates the influence of Brand Image toward Decision to Enroll, and (7) Brand Trust mediates the influence of Brand Awareness toward Decision to Enroll. Keywords: student tutoring, tutoring agency, brand image, brand trust, brand awareness, decision to enroll