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Effendi, Ihsan
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Journal : Society

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Keputusan Memilih Perguruan Tinggi Ditinjau dari Personal Selling, Citra Merek, dan Kepercayaan Merek sebagai Variabel Intervening: Decision to Choose a College Viewed from Personal Selling, Brand Image, and Brand Trust as Intervening Variables Adelina Lubis; Ihsan Effendi; Nasib Nasib; Manda Dwipayahi Bhastary; Ahmad Fadli
Society Vol 11 No 2 (2023): Society
Publisher : Laboratorium Rekayasa Sosial, Jurusan Sosiologi, FISIP Universitas Bangka Belitung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33019/society.v11i2.579

Abstract

In pursuing enhancing human resources’ quality, the state has ensured that private universities also have rights and obligations. The main objective of this study is to investigate whether personal selling and brand image influence college decision-making through the mediating role of brand trust. This research was conducted at the Politeknik Unggul LP3M in Medan, Indonesia. The study’s population was comprised of active students from the 2019/2020 academic year, totaling 257 individuals. A stratified sampling technique was employed, using the Slovin formula with a 5% margin of error, resulting in a sample size of 157 respondents. The study utilized a quantitative approach, with data collected through structured questionnaires. The analysis included descriptive statistics, reliability tests, and path analysis to determine the direct and indirect effects of personal selling and brand image on college decision-making through brand trust. The findings indicate that personal selling significantly affects brand trust, suggesting that effective strategies can enhance students’ trust in the institution’s brand. Similarly, brand image significantly directly affects brand trust, underscoring the importance of a positive brand image in building trust among potential students. Furthermore, the results show that personal selling indirectly influences college decision-making through brand trust, indicating that the trust developed through personal selling efforts can lead to positive college choice decisions. Likewise, brand image indirectly affects college decision-making through brand trust, highlighting the role of a strong brand image in shaping students’ enrollment decisions. In conclusion, personal selling and brand image are crucial in influencing college decisions, with brand trust as a key mediating variable. These findings provide valuable insights for educational institutions aiming to enhance their marketing strategies and build stronger relationships with prospective students. Future research could explore additional factors influencing college decision-making and examine these relationships in different educational contexts.
Keputusan Memilih Perguruan Tinggi Ditinjau dari Personal Selling, Citra Merek, dan Kepercayaan Merek sebagai Variabel Intervening Lubis, Adelina; Effendi, Ihsan; Nasib, Nasib; Bhastary, Manda Dwipayahi; Fadli, Ahmad
Society Vol 11 No 2 (2023): Society
Publisher : Laboratorium Rekayasa Sosial, Jurusan Sosiologi, FISIP Universitas Bangka Belitung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33019/society.v11i2.579

Abstract

In pursuing enhancing human resources’ quality, the state has ensured that private universities also have rights and obligations. The main objective of this study is to investigate whether personal selling and brand image influence college decision-making through the mediating role of brand trust. This research was conducted at the Politeknik Unggul LP3M in Medan, Indonesia. The study’s population was comprised of active students from the 2019/2020 academic year, totaling 257 individuals. A stratified sampling technique was employed, using the Slovin formula with a 5% margin of error, resulting in a sample size of 157 respondents. The study utilized a quantitative approach, with data collected through structured questionnaires. The analysis included descriptive statistics, reliability tests, and path analysis to determine the direct and indirect effects of personal selling and brand image on college decision-making through brand trust. The findings indicate that personal selling significantly affects brand trust, suggesting that effective strategies can enhance students’ trust in the institution’s brand. Similarly, brand image significantly directly affects brand trust, underscoring the importance of a positive brand image in building trust among potential students. Furthermore, the results show that personal selling indirectly influences college decision-making through brand trust, indicating that the trust developed through personal selling efforts can lead to positive college choice decisions. Likewise, brand image indirectly affects college decision-making through brand trust, highlighting the role of a strong brand image in shaping students’ enrollment decisions. In conclusion, personal selling and brand image are crucial in influencing college decisions, with brand trust as a key mediating variable. These findings provide valuable insights for educational institutions aiming to enhance their marketing strategies and build stronger relationships with prospective students. Future research could explore additional factors influencing college decision-making and examine these relationships in different educational contexts.
Co-Authors Adelina Lubis Afda Widyanti Nasution Agnessyah Kardina Simamora Ahmad Fadli Ahmad Fadli Ahmad Fadli Ahmad Prayudi Ahmad Rafiki Akbar Siregar Alexander Sabastian Pangaribuan Anas Tesya Br Sitepu Andri Putra Panjaitan Apriliani, Anggi Arif Setiawan Arifin, Syasyain Azhari, Saiful Bhastary, Manda Dwipayahi Cynthia Ayu Lestari Dahrul Siregar Deanti Indira Deka Gustina Pandiangan Devara Andreas Jonathan Dhian Rosalina, Dhian E. Harso Kardhinata Eka Dewi Setia Tarigan Eral, Mindya Erikson Sihombing Erina Novelia Ester Sembiring Fachry Abda El Rahman Fitriani Tobing Harahap, Ahmad Rizki Hardai Hasibuan, Andika Pramana Hery Syahrial Hilda Ariska Br Lubis Hutagalung, Gracella Rosnah S Ilham Ramadhan Nasution Indawati Lestari Indra Satria Jayawarsa, A.A. Ketut Jeremia Hutauruk Junaidi Junaidi Junaidi Junaidi Junaidi Junaidi Junaidi Junaidi Kristin, Okta Viani Kuswardani, Retna Astusi Lailan Tawila Lanna Sari Juliana Pasaribu Lidya Novita Anwar Lubis Musika Lubis, Andi Reza Syahputra Lubis, Nabila Boru Manda Dwipayahi Bhastary Marpaung, Mangadar Maulana, Agung Maysri Handayani Putri Sinaga Mhd.Buhari Sibuea Miftahuddin, Miftahuddin Mitra Musika Mitra Musika Lubis Mitra Mustika Lubis Muammar Rinaldi Muhammad Fahmi Muhammad Reza Aulia Muhammad Ridha Haykal Amal Muhammad Yamin Murad, Miftahuddin Mutahajjid, Zul Azmi Naila Zuhra Nasib Novika Gea Nur Aisyah Nurul Wardani Lubis Olivia Sembiring Pardosi, Urbano I.R.S Popy Noviyanti Pradipta Utami, Miranti Prawidya Hariani RS Puji Wahyu Mulyani Putra, Yudha Maulana Putra, Yunanda Eka Putri Novyenni Widyarosa Tarigan Rahmanta Ginting Rahmanta Ginting Ramadhona, Yulviane Retna Astuti Kuswardani Riska Handayani Rizkan Zulyadi Rizna Nur Ayyuna Sanjaya, Budi Sari, Adelina Puspita Sekar Chalifah Segara Shunhaji, Akhmad Sihaloho, Rebecca Putri Simamora, David Geraldy H Simanungkalit, Nurul Amalyiah Simarmata, Rojelita Catrina Siregar, Akbar Siregar, Doly Siregar, Joni Rianto Siregar, Muhammad Akbar Sitorus, Vira Rezkika Situmorang, Sudiwan Situngkir, Jenni br Sri Ramadhani Br. Ginting Sugito - Supriatna, Dasep Syafrida Hafni Sahir Syahbuddin Hasibuan Syahbudin, Jafar Syarifah Aini Ritonga Syarifah Muthia Putri Teddi Pribadi Tohap Parulian Tresia L. Naibaho Vina, Jessika Wan Rizca Amelia Wan Suryani Wulandari, Artika Xiayu, Song Yamin Siregar Yudha Pratesta, Oxy Yuliana Kansrini Yuni Syahputri Zahra, Sofhia Rahayu Zonglin, Ding Zulkarnain Lubis