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All Journal Jurnal Manajemen Terapan dan Keuangan Kinerja JEJAK ADDIN IQTISHADIA Adi Widya : Jurnal Pengabdian Masyarakat DIJB (Diponegoro International Journal of Business) OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Journal of Innovation in Business and Economics ADDIN Iqtishadia: Jurnal Kajian Ekonomi dan Bisnis Islam Jurnal IPTEK Bagi Masyarakat Proceeding ISETH (International Summit on Science, Technology, and Humanity) Proceeding of International Conference Health, Science And Technology (ICOHETECH) Paradoks : Jurnal Ilmu Ekonomi Global Komunika : Jurnal Ilmu Sosial dan Ilmu Politik Conference Proceedings International Conference on Education Innovation and Social Science
Tulus Haryono, Tulus
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Journal : OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi

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THE THE ROLE OF UNIVERSITY IMAGE AND BRAND AWARENESS IN MEDIATING ANTECEDENTS OF STUDENTS' DECISION TO CHOOSE A UNIVERSITY Yoga Kharisma, Alfin; Haryono, Tulus
OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Vol 8 No 2 (2024): OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi
Publisher : Fakultas Keguruan Dan Ilmu Pendidikan Universitas Pasundan

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Abstract

In today's highly competitive environment, branding has become a major strategy for universities to differentiate themselves from competitors. By creating a strong and distinct brand image, universities can effectively control the level of competition and attract the attention of prospective students and stakeholders. This research analyzes the influence of promotions on social media, accreditation, study program prospects, facilities, education costs, and location on students' decisions in choosing a private university with brand awareness and university image as mediating variables. The sample used in this research were new students at a private university, namely Duta Bangsa University, Surakarta, Indonesia. The sampling technique used was proportional random sampling, and the number of samples taken was 318 new students. The analysis tool used is PLS-SEM. The findings in this research are that accreditation, study program prospects, location, and image influence students' decisions when choosing a university. Social media promotions, study program prospects, facilities, education costs, and location influence the university's image. Social media promotion, accreditation, and location influence brand awareness. Image mediates the influence of social media promotion, study program prospects, educational facilities, educational costs, and location on choosing a university. The implications of this research provide direction for university policies in carrying out effective branding strategies to improve prospective students' decisions in choosing a university.
Co-Authors Ahmad Ikhwan Setiawan, Ahmad Ikhwan Amin Wahyudi Arief Bakhtiar Darmawan, Arief Bakhtiar Asri Laksmi Riyani, Asri Laksmi Batara, Lisa Charisa Budiwati, Christiyaningsih Dirgantini, Devi Dwi Hastjarjo KB, Dwi Dwianto, Rahmad Agus Ekawati Rahayu Ningsih Estu Widarwati Haryanto Haryanto Heri Wijayanto Hunik Sri Runing Sawitri Joko Santoso Marlina, Revy Lidiya Oni Mugi Harsono Rara Sugiarti Rawidyo Putro, Tetuko Retno Purwani Setyaningrum Retno Tanding Suryandari Rianto Rianto Rohwiyati, Rohwiyati Sugiarto, Catur Sulistya, S Suryanadi, Pram Wahyudi, Lilik Wijaya, Ellen Pramesti Yoga Kharisma, Alfin Zemafi, Okindy Dheawara