Peran Mediasi Brand Image dalam Pengaruh Brand Awareness terhadap Keputusan Memilih Universitas di Indonesia
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh brand awareness dan brand image terhadap keputusan siswa dalam memilih Universitas Indonesia (UI). Penelitian menggunakan pendekatan kuantitatif dengan pengumpulan data melalui survei terhadap 62 siswa sekolah menengah atas yang memiliki minat untuk mendaftar ke UI. Responden tersebut berasal dari populasi sebanyak 99 siswa, yang seluruhnya telah diundang untuk berpartisipasi dalam penelitian. Penelitian ini mengkaji secara terpadu hubungan antara brand awareness, brand image, dan pilihan perguruan tinggi pada calon mahasiswa di Indonesia dengan objek UI. Hasil penelitian memperlihatkan bahwa brand awareness memiliki pengaruh langsung yang positif namun relatif moderat terhadap keputusan memilih universitas (β = 0,2977). Sebaliknya, brand image memiliki pengaruh langsung yang lebih kuat (β = 0,6453). Selain itu, brand awareness juga memiliki pengaruh tidak langsung yang signifikan terhadap keputusan melalui brand image (β = 0,5595), yang menunjukkan adanya peran mediasi parsial dari brand image. Model penelitian memiliki daya jelaskan yang tinggi (R² = 0,8381). Temuan ini mengindikasikan bahwa efektivitas brand awareness sangat bergantung pada kemampuannya dalam membentuk brand image yang positif. Penelitian ini berkontribusi pada pengembangan literatur pemasaran pendidikan dengan menegaskan peran mediasi brand image serta memberikan implikasi praktis bagi perguruan tinggi dalam merancang strategi pemasaran yang terintegrasi.
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DOI: http://dx.doi.org/10.26737/jpipsi.v11i3.8847
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