THE EFFECT OF BRAND AWARENESS, BRAND ASSOCIATION, AND PERCEIVED QUALITY ON THE DECISION OF CHOOSING STATE UNIVERSITY IN SURABAYA
The main development of a country can be measured by the education progress. It is all based on people’s awareness to continue their study until college level. That’s why the government must continue their development in the field of education by providing additional college indicated by the signifi...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Department of Management, Faculty of Economics and Business, Universitas Surabaya
2013-09-01
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| Series: | Manajemen dan Bisnis |
| Subjects: | |
| Online Access: | https://www.journalmabis.org/mabis/article/view/22 |
| Summary: | The main development of a country can be measured by the education progress. It is all
based on people’s awareness to continue their study until college level. That’s why the
government must continue their development in the field of education by providing
additional college indicated by the significant growth of state universities. It requires the
college to compete by improving brand equity to the people’s mind especially for
prospective students or students. The strong brand equity in the people’s mind will
accelerate decision related enrolled in college. Most state universities in Indonesia are in
Surabaya with four public universities. This study aims to determine the effect of brand
awareness, brand associations, and the perceived quality of decision to choose state
universities in Surabaya. The method used quantitative by multistage sampling in 2012
students of state universities in Surabaya. The results of this study showed that brand
awareness has directly effect on the decision to choose state universities in Surabaya. But
brand association has no effect on the decision to choose. Those happen on perceived
quality which only ITS respondents do not have effect on decision to choose state
university in Surabaya. This is due to the differences of strategies used by each state
university on students association.
Pembangunan utama sebuah Negara dapat diukur melalui perkembangan pendidikan. Hal
tersebut ditunjukkan oleh kesadaran masyarakat untuk melanjutkan pendidikannya hingga
tingkat perguruan tinggi. Merupakan keharusan bagi pemerintah untuk melanjutkan
pembangunan di sector pendidikan dengan indikasi pertumbuhan jumlah perguruan tinggi
ditunjukkan oleh pertumbuhan perguruan tinggi negeri yang signifikan. Kondisi ini
menuntut perguruan tinggi harus bersaing dengan membangun ekuitas mereknya di benak
masyarakat khususnya bagi calon mahasiswa ataupun mahasiswa itu sendiri. Ekuitas
merek yang lebih kuat dibenak masyarakat akan mempercepat keputusan memilih
perguruan tinggi. Perguruan tinggi negeri terbanyak di Indonesia adalah di Surabaya
sebanyak 4 perguruan tinggi negeri. Penelitian ini bertujuan untuk mengetahui pengaruh
kesadaran merek, asosiasi merek, dan kesan kualitas terhadap keputusan memilih
perguruan tinggi negeri di Surabaya. Metode penelitian yang digunakan adalah kuantitatif
dengan sampling bertahap pada mahasiswa angkatan 2012 perguruan tinggi negeri di
Surabaya. Hasil penelitian ini menunjukkan bahwa kesadaran merek berpengaruh langsung
terhadap keputusan memilih perguruan tinggi negeri di Surabaya. Namun asosiasi merek
tidak berpengaruh terhadap keputusan memilih. Pada kesan kualitas hanya responden ITS
yang tidak memiliki pengaruhnya untuk memutuskan memilih perguruan tinggi negeri di Surabaya. Hal ini dikarenakan perbedaan strategi yang diterapkan di masing-masing
perguruan tinggi negeri untuk mengasosiasikannya di benak mahasiswa. |
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| ISSN: | 1412-3789 2477-1783 |