PENGARUH PROMOSI TERHADAP BRAND IMAGE PADA PENGAMBILAN KEPUTUSAN MENJADI MAHASISWA UNIVERSITAS MERCU BUANA

Ali Hanafiah; Arief Bowo Prayoga Kasmo

doi:10.22441/jimb.v2i2.3697

PENGARUH PROMOSI TERHADAP BRAND IMAGE PADA PENGAMBILAN KEPUTUSAN MENJADI MAHASISWA UNIVERSITAS MERCU BUANA

Authors

Ali Hanafiah Fakultas Ekonomi dan Bisnis, Universitas Mercu Buana
Arief Bowo Prayoga Kasmo Fakultas Ekonomi dan Bisnis, Universitas Mercu Buana

DOI:

https://doi.org/10.22441/jimb.v2i2.3697

Keywords:

Promotion, Brand Image, Decision to be a student of UMB, Education Expo

Abstract

The purpose of this study was to examine the effect of promotion on brand image to decision to be a
studentofUniversity ofMercu Buana.This research have limitation that focus on facultyofeconomicsand
business Regular Class in Campus Meruya. With a spread of 259 questionnaires where divided with
proportional method are 138 (Management S1), 98 (AccountingS1), 9 (Management D3), 13 (Accounting
D3). Based on the results of data processing with AMOS obtained evidence that there is a statistically
significantpositiveeffectbetweenPromotionwithBrand Image.Similarly,BrandImagewithDecisiontobe
astudentofUniversityofMercuBuanaandPromotionwithDecisiontobeastudentofUniversityofMercu
Buana. Moreover, descriptive statistic examine that mostly student of high school knows more about UMB
fromattendedoneducationexpo.

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Published

2016-07-01

How to Cite

Hanafiah, A., & Kasmo, A. B. P. (2016). PENGARUH PROMOSI TERHADAP BRAND IMAGE PADA PENGAMBILAN KEPUTUSAN MENJADI MAHASISWA UNIVERSITAS MERCU BUANA. Jurnal Ilmiah Manajemen Dan Bisnis, 2(2), 571–585. https://doi.org/10.22441/jimb.v2i2.3697

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Issue

Vol. 2 No. 2 (2016): Jurnal Ilmiah Manajemen dan Bisnis

Section

Articles

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