The Influence of Service Quality, Price, and Brand Image on the Purchase Intention of Grade XI High School Students in Choosing Tutoring in the City of Bandung

This study aims to analyze the influence of service quality, price, and brand image on the purchase intention of high school XI students in choosing a guidance institution in the city of Bandung. Data were collected through questionnaires distributed to 200 respondents and analyzed using multiple linear regression. The results showed that service quality and price had a positive and significant influence on students' purchase intention, while brand image did not show a significant influence. Simultaneously, these three variables can explain 73.6% of the variation in students' purchase intentions. These findings indicate that although brand image does not play a dominant role, service quality and price are more important factors in influencing students' decisions. This research provides insights for guidance institutions to improve the quality of services and pricing in accordance with the benefits provided to attract students' buying interest.