PENGARUH BRAND IMAGE DAN PROMOTIONAL MIX TERHADAP KEPUTUSAN MAHASISWA DALAM MEMILIH SEKOLAH TINGGI ILMU EKONOMI MADANI BALIKPAPAN
    Volume: Vol. 1, No. 1, Juni 2017
    Penulis: Sani Gazali, Ardi Paminto date: 2017-08-03

    Higher education is one of the most important priority for most people. For most people can be educated up to the expectations of Higher Education is to be achieved. Decided to continue their education at university, the community will be confronted with a variety of background factors that their decisions. This study aims to determine whether the factor of brand image, cost of education, and educational facilities affects student decisions to continue his studies at the STIE Madani Balikpapan

    These research data were collected from 167 students 2012-2013 STIE Madani Balikpapan respondents in this study. The technique used was accidental sampling, ie sample dating techniques based on chance, that anyone who happened to meet with researchers can be sampled if it is deemed appropriate.

    Based on research results, obtained by the regression equation as follows: Y = 0.774 X1 + -0.788 X2 + 0.579 X3 + 0.350 X4 Variabel exogent of the most influential variable on the endogent variable is the brand image (0.774), followed by the variable of public relation (0.579), then the last is the variable advertising (0.350). Hypothesis test results prove that the independent variable (brand image, sales promotion, public relation, advertising) affects the endogent variable is the decision to continue their studies at STIE Madani Balikpapan.

    Keywords : brand image, promotional mix, the decision to continue studies

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