Ramdan, Asep M and Rahayu, A and Hurriyati, R and Sultan, M.A (2020) THE ROLE OF BRAND EQUITY IN MAKING DECISIONS TO CHOOSE HIGHER EDUCATION FOR NEW MIDDLE-CLASS STUDENTS. In: the 3rd Global Conference on Business Management & Entrepreneurship (GC-BME 3), 8 Agustus 2018, Bandung.

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Abstract

The aim of this research is to measure the influence of brand qualiy dimensions on the decision of new middle-class students in selecting their higher education. The research method that is used is the quantitative method. Data collection was conducted through a questionnare aimed at 100 new students from 20 different departements. The result of this research through simultaneous measurements, found that brand equity has a significant influence on students' decisions in selecting their higher education, and at the same time four dimensions were analyzed; quality awareness and quality perception dimension do not significantly influence the decision of middle-class studentd in selecting higher education.

Item Type:	Conference or Workshop Item (Paper)
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ilmu Sosial > Administrasi Bisnis
Depositing User:	Perpus ID UMMI
Date Deposited:	17 Feb 2020 02:38
Last Modified:	21 Feb 2020 02:57
URI:	http://eprints.ummi.ac.id/id/eprint/1225

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