THE ROLE OF BRAND EQUITY ON THE DECISION IN CHOOSING A UNIVERSITY FOR NEW MIDDLE CLASS STUDENTS
Asep M Ramdan, Agus Rahayu, Ratih Hurriyati, Mokh. Adib Sultan

Universitas Pendidikan Indonesia

Abstract

The purpose of this study is to find out the description of Brand Equity Dimensions and Decision of new middle class students in choosing university and how big the effect of Brand Equity Dimensions on new middle class students decision in choosing a university. Research methods used are descriptive and explanatory research. Data collection was conducted through questionnaires to 100 new students of 20 departments. The results of the study showed that the new middle class students have a good understanding for the brand of university, the new students are very concerned about the parts of the brand of a university so it forms an emotional bond between university and students, simultaneously known that brand equity significantly influence the decision students in choosing a university, while partially from 4 (four) dimensions two of which do not significantly influence the students decision in choosing a university, the two dimensions are brand awareness and quality perception

Keywords: Brand equity, Brand Awareness, Brand Associations, Quality Perceptions, Brand Loyalty, purchasing decisions, middle-class

Topic: Marketing Management