THE INFLUENCE OF BRAND AWARENESS AND BRAND IMAGE OF PETRA CHRISTIAN UNIVERSITY TO THE HIGH SCHOOL STUDENTS� DECISION TO ENROLL IN BUSINESS MANAGEMENT PROGRAM

Suprapto, Widjojo and TUKIMAN, GRACE (2018) THE INFLUENCE OF BRAND AWARENESS AND BRAND IMAGE OF PETRA CHRISTIAN UNIVERSITY TO THE HIGH SCHOOL STUDENTS� DECISION TO ENROLL IN BUSINESS MANAGEMENT PROGRAM. In: 2nd i-CoME International Conference on Management & Entrepreneurship, 28-07-2018 - 28-07-2018, Yogyakarta - Indonesia.

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Abstract

Many companies create brands to win the competition in the global market. Brands become the assets of the company to generate sales, strategies, and profits. As a non-profit organization, universities are putting their names as the brand to attract students. Petra Christian University (PCU) is a private university in Surabaya, Indonesia, with a strong market image, that experiences a decline in student enrollment. This research is investigating the influences of brand awareness and brand image to the purchase decision, in this case the decision to enroll to Business Management Program. The research method follows the quantitative method to collect data. The data were obtained by questionnaires that were distributed to high school students in Surabaya. For processing the data, SPSS for Windows was used. A set of classical assumption tests were conducted before the multiple linear regression model was constructed. The result of the t-test suggest that H1 is rejected while H2 is accepted. The brand awareness of PCU has no significance and a negative influence to the high school students� decision to enroll in Business Management Program. However, the brand image of PCU has a positive significant influence to the enrollment in Business Management Program.

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