The Influence of Educational Promotion and Brand Image on Students Decision to Choose Madrasah
Promotion is all efforts made by educational institutions to introduce services to prospective new students, persuade/provide information so that consumers are interested. Besides that, brand image also greatly influences the number of prospective new students in educational institutions. A positive...
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| Format: | Article |
| Language: | English |
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Universitas Muhammadiyah Ponorogo
2023-10-01
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| Series: | Muaddib: Studi Kependidikan dan Keislaman |
| Subjects: | |
| Online Access: | https://journal.umpo.ac.id/index.php/muaddib/article/view/7652 |
| _version_ | 1827778001881792512 |
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| author | Ferdinand Salomo Leuwol Ari Kartiko Ismail Nasar Imriani Idrus Freddrick Tiagita Putra |
| author_facet | Ferdinand Salomo Leuwol Ari Kartiko Ismail Nasar Imriani Idrus Freddrick Tiagita Putra |
| author_sort | Ferdinand Salomo Leuwol |
| collection | DOAJ |
| description | Promotion is all efforts made by educational institutions to introduce services to prospective new students, persuade/provide information so that consumers are interested. Besides that, brand image also greatly influences the number of prospective new students in educational institutions. A positive brand image is a very valuable asset and a strong capital to influence prospective new students. The existence of promotional activities and a good brand image will influence the students' decision to choose the educational institution. This study uses a quantitative research method with a causality approach. The sample in this study were 84 respondents using a proportionate random sampling technique, namely where all members have the same opportunity to be sampled according to their proportions. Data collection was carried out by distributing questionnaires to respondents and tested using multiple linear regression tests with the help of SPSS 22. The results showed that the promotion variable (X1) had a positive and significant effect on the decision to choose (Y1), seen from testing the hypothesis T test where tcount t table (2.635 1.989) and a significant level of less than 0.05 (0.010 0.05), brand image variable (X2) has a positive and significant influence on the decision to choose (Y1), seen from testing the hypothesis t test where tcount ttable (4.449 1.989) and a significance value of less than 0.05 (0.000 0.05), the promotion variable (X1) and brand image (X2) on the decision to choose (Y1) have a simultaneous effect, seen from the F test, namely Fcount Ftable (26.601 3.11) and a significance level of less than 0.05 (0.000 0.05). |
| first_indexed | 2024-03-11T14:27:00Z |
| format | Article |
| id | doaj.art-3be9471965e444f6833b3024d69bb99d |
| institution | Directory Open Access Journal |
| issn | 2088-3390 2540-8348 |
| language | English |
| last_indexed | 2024-03-11T14:27:00Z |
| publishDate | 2023-10-01 |
| publisher | Universitas Muhammadiyah Ponorogo |
| record_format | Article |
| series | Muaddib: Studi Kependidikan dan Keislaman |
| spelling | doaj.art-3be9471965e444f6833b3024d69bb99d2023-10-31T14:31:22ZengUniversitas Muhammadiyah PonorogoMuaddib: Studi Kependidikan dan Keislaman2088-33902540-83482023-10-011329010010.24269/muaddib.v13i2.76522336The Influence of Educational Promotion and Brand Image on Students Decision to Choose MadrasahFerdinand Salomo Leuwol0Ari Kartiko1Ismail Nasar2Imriani Idrus3Freddrick Tiagita Putra4Pendidikan Geografi Universitas Pattimura AmbonInstitut Pesantren Kh. Abdul ChalimUniversitas Katolik Indonesia Santu Paulus ManggaraiInstitut Teknologi dan Bisnis Bina Adinata BulukumbaUniversitas Krisnadwipayana JakartaPromotion is all efforts made by educational institutions to introduce services to prospective new students, persuade/provide information so that consumers are interested. Besides that, brand image also greatly influences the number of prospective new students in educational institutions. A positive brand image is a very valuable asset and a strong capital to influence prospective new students. The existence of promotional activities and a good brand image will influence the students' decision to choose the educational institution. This study uses a quantitative research method with a causality approach. The sample in this study were 84 respondents using a proportionate random sampling technique, namely where all members have the same opportunity to be sampled according to their proportions. Data collection was carried out by distributing questionnaires to respondents and tested using multiple linear regression tests with the help of SPSS 22. The results showed that the promotion variable (X1) had a positive and significant effect on the decision to choose (Y1), seen from testing the hypothesis T test where tcount t table (2.635 1.989) and a significant level of less than 0.05 (0.010 0.05), brand image variable (X2) has a positive and significant influence on the decision to choose (Y1), seen from testing the hypothesis t test where tcount ttable (4.449 1.989) and a significance value of less than 0.05 (0.000 0.05), the promotion variable (X1) and brand image (X2) on the decision to choose (Y1) have a simultaneous effect, seen from the F test, namely Fcount Ftable (26.601 3.11) and a significance level of less than 0.05 (0.000 0.05).https://journal.umpo.ac.id/index.php/muaddib/article/view/7652promotion, brand image, choosing decisions |
| spellingShingle | Ferdinand Salomo Leuwol Ari Kartiko Ismail Nasar Imriani Idrus Freddrick Tiagita Putra The Influence of Educational Promotion and Brand Image on Students Decision to Choose Madrasah Muaddib: Studi Kependidikan dan Keislaman promotion, brand image, choosing decisions |
| title | The Influence of Educational Promotion and Brand Image on Students Decision to Choose Madrasah |
| title_full | The Influence of Educational Promotion and Brand Image on Students Decision to Choose Madrasah |
| title_fullStr | The Influence of Educational Promotion and Brand Image on Students Decision to Choose Madrasah |
| title_full_unstemmed | The Influence of Educational Promotion and Brand Image on Students Decision to Choose Madrasah |
| title_short | The Influence of Educational Promotion and Brand Image on Students Decision to Choose Madrasah |
| title_sort | influence of educational promotion and brand image on students decision to choose madrasah |
| topic | promotion, brand image, choosing decisions |
| url | https://journal.umpo.ac.id/index.php/muaddib/article/view/7652 |
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