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Albert Albert
Bina Nusantara University
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Journal : sentralisasi

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The The Role of Brand Trust as a Mediating Variable in The Relationship Between Brand Image and Promotion In The Decision to Choose a College Yani, Tri Endang; Albert, Albert; Kridasusila, Andy; Santoso, Aprih; Kuswardani, DC
SENTRALISASI Vol. 14 No. 2 (2025): May
Publisher : Universitas Muhammadiyah Sorong

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33506/sl.v14i2.4133

Abstract

The research aims to examine the role of Brand Trust, Brand Image and promotion in the decision to choose a college. Research provides the benefit of providing input for universities in their efforts to increase the number of students. The population in this study were students who had still been active at Semarang University. The total number of samples taken was 106 respondents using purposive sampling data collection techniques. The analysis technique used is multi-linear regression and path analysis. The research results show that Brand Image and Promotion partially influence Brand Trust. Brand Image, Promotion and Brand Trust partially influence the decision to choose a university. However, Brand Trust is not able to mediate the relationship between Brand Image and the Decision to Choose a college and the relationship between Promotion and the Decision to Choose a college. The results of this research have the implication that universities can develop more targeted strategies to create a positive image of universities and design appropriate promotional strategies to increase trust in universities and increase the number of students.
Co-Authors Abda Abda Achmad Noerkhaerin Putra Agus Susanto Aifu, Dewi Kurniati Alfarizy, Tomy Aminingtyas, Septi Andini Andayani, Lia H. Andini, Lilla Andyka Andyka, Andyka Anita Damajanti Aprih Santoso Arman Husni Asih, Situ Aurelia, Clarecia Bonnarty Steven Silalahi Budianto, Justin Chairisni Lubis Chandriani, Casslyn Collins Willim, Zackrey Deva Djohan Dewayani , Ery Dewi Apipah, Wulan Duti Volya Elbistian, Kevin Putra Elyzabeth Wijaya Emaya Kurniawati, Emaya Endah Dwi Kusumastuti, Endah Dwi Erika Erika Etty Widyastuti Gawei, Apria Brita Pandohop Halawa, Misdayanti Hamidjaja, Beverly C. Harahap, Zainy Kholis Muda Hariyanti , Tri Yuli Hartati Hartati Hartoto, Witjaksono Eko Haryadi, Nicko Hassim, Affendy Abu Helmy Thendean Henry, Henry IKA PUSPA SATRIANNY Indarto Indarto Iratutisisilia, Iratutisisilia Irmawati, B Izza, Ainul Kosasih, Hengky Kridasusila, Andy Kuswardani, Dc Lapiti Gokmatua Sagala Lestari , Rohmini Indah Liana Susanto Lisna Lisna, Lisna Maimori, Romi Male, Minarti Manginstar, Christian Manginstar, Christian O. Manik, Rifqa Yolandha Efreymind Marissa, Novaria Marselus A. Merung, Marselus A. Marselus Merung, Marselus Masduki Masduki Muhamad Fajri, Muhamad Naga , Dali Santun Nangsih, Ayu Nasib Nefianto, Tirton Nely Arif Nengsih, Widya Nunung Fajaryani, Nunung Nurhayati Nurhayati Okta Jaya Harmaja Pranata, Hamdi Prasetio, Meriyawaty Amelia Prastyaningsih, Nila Robin Robin, Robin Rochimah, Heni Rojuaniah Rojuaniah Rudi Waluyo SAFITRI, CANDRA Sahat Simbolon Saing, Fatmawati M Saleh, Denny SALMAN FARIS Santoso, Thomas Budi Sanwar, Sitti Nurlyanti Saragih, Saut Pintubipar Sari, Elna Sarumi, Rasniah Savitri, Fania Mutiara Sina, Wa Siswahyudianto Soelistiyono, Anitiyo Sulistiani Sulistiani, Sulistiani Sunario Megawan Surya Surya Sutanto, Fernando Thamrin Thamrin Thomas Sumarsan Goh Tita Elfitasari Tommy Setiawan Ruslim, Tommy Setiawan Trijani Suwandi Ugang, Yandi Valerie, Valerie Wahid, Ayi Wiguna, Teguh Nusa Wizmar, Dickie A. Yani, Tri Endang Yohana Yohana Yuli Budiati Yusmei, Nining Zulfani Sesmiarni