Peran Citra Merek dan Kualitas Pelayanan Terhadap Keputusan Mahasiswa Memilih Pendidikan Sarjana - Firmanto, Muhammad Salim (UMSurabaya Publishing, 2023)
The more universities, the greater the competition between universities in getting students. This makes universities have to pay attention to their brand image and service quality. This study examines the influence of brand image and service quality on students' decisions to choose the Management Study Program, Faculty of Economics and Business, Universitas Muhammadiyah Surabaya. This research method uses a quantitative approach. The number of samples was 86 respondents. Data collection was carried out by distributing questionnaires online. Data analysis was in the form of multiple linear regression analysis. The results of this study indicate that (1) Brand Image has a positive and significant effect on student decisions in choosing the Management Study Program at the Faculty of Economics and Business at Universitas Muhammadiyah Surabaya (2) Service Quality has a positive and significant effect on student decisions in choosing the Management Study Program, Faculty of Economics and Business at Universitas Muhammadiyah Surabaya (3) Brand Image and Service Quality simultaneously have a positive and significant effect on student decisions in choosing the Management Study Program of the Faculty of Economics and Business at Universitas Muhammadiyah Surabaya. Keywords: Brand Image, Service Quality, Choosing Decision Semakin banyak perguruan tinggi, semakin besar persaingan antar perguruan tinggi dalam mendapatkan mahasiswa. Hal itu membuat perguruan tinggi harus memperhatikan citra merek dan kualitas pelayanan mereka. Penelitian ini mengkaji tentang pengaruh citra merek dan kualitas pelayanan terhadap keputusan mahasiswa memilih Prodi Manajemen Fakultas Ekonomi Dan Bisnis Universitas Muhammadiyah Surabaya. Metode penelitian ini menggunakan pendekatan kuantitatif. Jumlah sampel sebanyak 86 responden Pengumpulan data dilakukan dengan cara menyebar kuesioner secara online. Analisis data berupa analisis regresi linier berganda. Hasil dari penelitian ini menunjukkan bahwa (1) Citra Merek berpengaruh positif dan signifikan terhadap keputusan mahasiswa dalam memilih Program Studi Manajemen Fakultas Ekonomi dan Bisnis di Universitas Muhammadiyah Surabaya (2) Kualitas Pelayanan berpengaruh positif dan signifikan terhadap keputusan mahasiswa dalam memilih Program Studi Manajemen Fakultas Ekonomi dan Bisnis di Universitas Muhammadiyah Surabaya (3) Citra Merek dan Kualitas Pelayanan secara simultan berpengaruh positif dan signifikan terhadap keputusan mahasiswa dalam memilih Program Studi Manajemen Fakultas Ekonomi dan Bisnis di Universitas Muhammadiyah Surabaya. Kata Kunci: Citra Merek, Kualitas Jasa Pendidikan, Pengambilan Keputusan