ANALISIS BRAND IMAGE DAN LATAR BELAKANG SOSIAL EKONOMI KELUARGA TERHADAP MINAT MELANJUTKAN SEKOLAH KE SMP NEGERI 5 MAJAULENG KABUPATEN WAJO

Abstract

This study aims to determine and describe the influence of school brand image and family socioeconomic background on students' interest in continuing school at SMP Negeri 5 Majauleng District, Wajo Regency. The study was conducted on students in SMP Negeri 5 Majauleng Sub-district Wajo Regency for 3 months starting in August to October 2019 with a population of 90 because the population is small, so all population members are taken into a sample (saturated sample) that is all students with a total of 90 people. The analytical method used in this study is a quantitative descriptive method, with multiple regression testing preceded by testing the validity and reliability of the question items for each variable as well as the assumption test. The results of this study indicate that brand image has a significant positive effect on students' interest in continuing education in junior high school; the social background of the family does not have a significant positive effect on the interest in continuing education of students in SMP Negeri 5 Majauleng District, Wajo Regency; Thus, the dominant variable influencing students' interest in continuing school at SMP Negeri 5 Majauleng District, Wajo Regency is brand image.