The Influence of Trust and Brand Image on Student Satisfaction in the Education Industry

ABSTRACT :The quality of education provided by an educational institution has a very significant impact onstudents’ intellectual, social and professional development. In the midst of increasingly fierce competition in theworld of education, the quality of education is a key factor that influences the perceptions and satisfaction ofstudents and parents. Educational institutions are required to be professional in serving service users. So thatconsumers become more organized so that consumer demands for the best service increase. The aim of thisresearch is to determine the influence of trust and brand image on the satisfaction of students enrolled at JemberRegency Central State Middle School. The sample was 379 Jember Regency State Middle School students andwas taken using proportioned stratified random sampling. The research results show that trust has a significanteffect on student satisfaction. Brand image has a significant effect on student satisfaction.

KEYWORDS: trust; brand image; satisfaction, Junior high school.