ANALISIS PENGARUH CONSUMER ATTRIBUTES, BRAND AWARENESS ATTRIBUTES, DAN BRAND IMAGE ATTRIBUTES TERHADAP BRAND EQUITY DAN KEPUTUSAN MEMILIH JASA PENDIDIKAN (STUDI KASUS PADA PERGURUAN TINGGI DI BENGKALIS)

Abstract

Abstract : The purposes of this study were to analyze the influence of consumer

attributes, brand awareness attributes, and brand image attributes simultaneously

and partially on the brand equity of higher education institution in

Bengkalis, the effect of brand equity on the decision of choosing a higher

education institution in Bengkalis, and the indirect influence of consumer

attributes, brand awareness attributes, dan brand image attributes through

brand equity toward decision of choosing a higher education institution in

Bengkalis. The population in this study were all 2,819 active students enrolled

at three higher education institutions located in Bengkalis Islands. The

samples were 100 students with the sampling technique used was Proportionate

Stratified Random Sampling. The research data were analyzed using

path analysis and processed using SPSS for Windows version 17. The result of

analysis showed that the consumer attributes, brand awareness attributes, and

brand image attributes jointly affect the brand equity of higher education in

Bengkalis. Individually, There is also an influence of consumer attributes,

brand awareness attributes, dan brand image attributes toward brand equity of

higher education institution in Bengkalis. In addition, the results obtained also

showed that there was an influence of brand equity on the decision of choosing

a higher education institution in Bengkalis, in which, the higher and the more

the quality of brand equity have will directly increase the consumer's decision

to choose a higher education institution and vice versa. Beside that, The result

of analysis also showed that the better and  higher the quality of brand equity,

the better the influence of consumer attributes, brand awareness attributes, dan

brand image attributes toward the decision of choosing a higher education

institution in Bengkalis.

Keywords : Consumer Attributes, Brand Awareness Attributes, Brand Image

Attributes, Brand Equity, Decision Choice.