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All Journal Harmony Management: International Journal of Management Science and Business
Iman Hickmatullah
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Economics, Econometrics & Finance

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The Influence of Accreditation, Promotion, and Brand Image on Enrollment Interest, Moderated by Cost, at Universities in Serang City Iman Hickmatullah; Dhany Isnaeni Dharmawan
Harmony Management: International Journal of Management Science and Business Vol. 2 No. 3 (2025): International Journal of Management Science and Business
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/harmonymanagement.v2i3.371

Abstract

This study aims to analyze the influence of students' perceptions of Accreditation (X1), Promotion (X2), and Brand Image (X3) on their Interest (Y) in registering, with Cost (Z) serving as a moderating variable. Data were collected from 399 respondents. The validity test results indicate that all research instruments are valid. Meanwhile, the reliability test results show that all variables have Cronbach's Alpha values ranging from "Good" to "Excellent," confirming their reliability. The study's findings reveal that Promotion and Cost are dominant factors with a positive and significant influence on interest in registering. Additionally, Accreditation also has a positive and significant effect on interest. In contrast, the Brand Image variable does not have a significant partial influence on interest. However, when considered simultaneously, Accreditation, Promotion, and Brand Image collectively have a significant impact on interest. The moderation test results demonstrate that Cost significantly moderates the relationship between Brand Image and Interest, indicating that the effect of Brand Image on interest is either strengthened or weakened by cost considerations. In conclusion, to attract prospective students, private universities should prioritize effective promotional strategies and manage perceptions of competitive costs, including the availability of scholarships. While brand image remains important, focusing on tangible benefits reinforced by cost factors will have a greater impact on prospective students' decisions.
Co-Authors Dhany Isnaeni Dharmawan