<![CDATA[General Background: Islamic boarding schools face growing competition, making parents’ trust an important consideration in selecting and continuing children’s education. Specific Background: At PP Darul Ulum Tlasih, trust is associated with educational quality, institutional image, programs, achievements, and educational services. Knowledge Gap: Previous research specifically examining educational quality and institutional image in relation to santri guardians’ trust remains limited. Aims: This study analyzes the relationships of educational quality and brand image with brand trust among santri guardians. Results: Using quantitative methods, questionnaires from 50 respondents, and multiple linear regression, both variables showed positive and significant partial relationships with brand trust; jointly, they explained 87% of its variation, with educational quality as the stronger predictor. Novelty: The study examines these two predictors together in the context of PP Darul Ulum Tlasih. Implications: Maintaining educational quality and a positive, credible institutional image is important for sustaining santri guardians’ trust. Key Findings Highlights The first predictor showed the strongest statistical contribution to guardians’ trust. The second predictor showed a positive and significant statistical relationship. Both predictors jointly explained 87% of the variation in guardians’ trust. Keywords: Educational Quality, Brand Image, Brand Trust, Islamic Boarding School, Santri Guardians]]>
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