![]() This study aims at determining the effect of brand characteristics, customer’s brand characteristics, and organizational characteristics of the brand trust, either simultaneously or partially, as well as their influences. Some studies show that marketing managers have to give attention to increase brand trust of the service products, including education services. The trust on the schools affects their decision to choose the Islamic based schools. Parents/guardians have an important role in deciding schools choice for their children. The demand of parents who want their children not only to master the cognitive aspects of Islam, but also to have an Islamic noble character, have made some education practitioners open some schools with Islamic based education. Supporting facilities and infrastructure facilities, either in the form of a place of worship, Islamic callings (ةوعدلا) activities, socio-civic institutions, including Islamic schools, should be able to meet the spiritual needs of the adherents of the majority religion in this country. The condition demands for professional management of Muslim worships, in order to meet the need of spiritual value to be achieved as expected. Indonesia is a country with the fourth largest population in the world of over 234 million people (Central Board of Statistics, 2010) where 87% of them are Muslims. ![]()
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