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
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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
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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.
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PDFDOI: https://doi.org/10.35314/inovbiz.v5i1.170
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