<![CDATA[Abstrak: Penelitian ini mengkaji pengaruh brand image dan persepsi biaya pendidikan terhadap minat siswa SMK melanjutkan studi ke perguruan tinggi. Menggunakan pendekatan kuantitatif dengan analisis deskriptif dan inferensial, data dikumpulkan dari 178 siswa kelas XII SMK Negeri 1 Surakarta melalui proportional random sampling. Instrumen penelitian berupa kuesioner dengan skala Likert 1-5, divalidasi menggunakan korelasi Product Moment Pearson (r > 0,361) dan diuji reliabilitasnya menggunakan Cronbach's Alpha (α > 0,6). Analisis regresi linear berganda menunjukkan bahwa brand image berpengaruh signifikan terhadap minat melanjutkan studi (t = 7,102; p < 0,001), demikian pula persepsi biaya pendidikan (t = 4,323; p < 0,001). Secara simultan, kedua variabel menunjukkan pengaruh positif signifikan (F = 133,223; p < 0,001), dengan koefisien determinasi (R²) sebesar 0,604, yang menunjukkan bahwa 60,4% varians minat siswa dijelaskan oleh kedua prediktor tersebut. Kata kunci: aspirasi karier; citra lembaga pendidikan; motivasi akademik; persepsi ekonomi siswa Abstract: This study examined the influence of brand image and perceived education costs on vocational high school students' interest in pursuing higher education. Using a quantitative approach with descriptive and inferential analysis, data were collected from 178 Grade XII students at SMK Negeri 1 Surakarta through proportional random sampling. The research instrument was a questionnaire using a 5-point Likert scale, validated through Pearson's Product Moment correlation (r > 0.361) and reliability tested using Cronbach's Alpha (α > 0.6). Multiple linear regression analysis revealed that brand image significantly influenced interest in continuing studies (t = 7.102, p < .001), as did perceived education costs (t = 4.323, p < .001). Simultaneously, both variables demonstrated a significant positive effect (F = 133.223, p < .001), with a coefficient of determination (R²) of .604, indicating that 60.4% of variance in students' interest was explained by these predictors. Keywords: academic motivation; career aspirations; image of educational institutions; students' economic perceptions]]>
