<![CDATA[Penelitian menganalisis kepercayaan merek dalam memediasi kesadaran merek dengan promosi sebagai pendukung minat orang tua mendaftarkan anak pada biMBA AIUEO. Penelitian dilakukan di Depok, Jawa Barat. Data penelitian diperoleh dari kuesioner yang diberikan kepada 90 responden masyarakat di Depok. Pemilihan sampel dilakukan dengan metode accidental sampling. Data hasil kuesioner dianalisis dengan Model Persamaan Struktural (SEM) diolah menggunakan software Smart PLS. Penelitian menghasilkan temuan bahwa kesadaran merek positif mempengaruhi kepercayaan merek; kepercayaan merek positif mempengaruhi minat orang tua mendaftarkan anak pada bimbingan belajar; promosi positif mempengaruhi minat mendaftarkan anak; kepercayaan merek memediasi kesadaran merek terhadap minat orang tua mendaftarkan anak di bimbingan belajar.The study analyzed brand trust in mediating brand awareness with promotion as a support for parents' interest in enrolling children in biMBA AIUEO. The study was conducted in Depok, West Java. The research data was obtained from a questionnaire given to 90 community respondents in Depok. Sample selection is carried out by the accidental sampling method. The data from the questionnaire were analyzed with a Structural Equation Model (SEM) processed using Smart PLS software. Research yielded findings that brand awareness positively affects brand trust; brand trust positively affects the interest in registering a child; positive promotion affects the interest in registering a child; brand trust mediates brand awareness of interest in enrolling children in tutoring.]]>
