<![CDATA[This study aimed to determine the significance of price and service quality on parental loyalty in choosing education simultaneously and partially. This research was located in the Elementary School of the Petra Kediri Christian College Foundation. To answer the research problems, research with a quantitative approach. This research model is a survey. The sample in this study were 175 parents or guardians of grade 3 to grade 5. Three questionnaires were used to find the required data, namely: the price questionnaire, the service quality questionnaire, the parent loyalty questionnaire. Multiple regression analysis was employed to prove the hypothesis proposed in the study. The results showed that price and service quality simultaneously had a significant effect on the loyalty of parents of students in the Petra Kediri Elementary School (Fcount> Ftable; 188.592> 2.3249; p-value> 0.05; 0.000 <0.05). Simultaneously, price and service quality contributed to parental loyalty by 61.3% (R square = 0.613). Partially, price and service quality had a significant effect on parental loyalty. For the price variable, the t value is 4.178 (T-count> T-table, 4.178> 1.9736). In the variable of service quality to parental loyalty, the t value is 4.671 (T-count> T-table, 4.671> 1.9736).]]>
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