THE EFFECT OF BRAND AWARENESS, BRAND ASSOCIATION, AND PERCEIVED QUALITY ON THE DECISION OF CHOOSING STATE UNIVERSITY IN SURABAYA

Abstract: The  main  development  of  a  country  can  be  measured  by  the  education  progress.  It  is  all based  on  people’s  awareness  to  continue  their  study  until  college  level.  That’s  why  the government  must  continue  their  development  in  the  field  of  education  by  providing additional  college  indicated  by  the  significant  growth  of  state  universities.  It  requires  the college  to  compete  by  improving  brand  equity  to  the  people’s  mind  especially  for prospective  students  or  students.  The  strong  brand  equity  in  the  people’s  mind  will accelerate  decision  related  enrolled  in  college.  Most  state  universities  in  Indonesia  are  in Surabaya  with  four  public  universities.  This  study  aims  to  determine  the  effect  of  brand awareness,  brand  associations,  and  the  perceived  quality  of  decision  to  choose  state universities  in  Surabaya.  The  method  used  quantitative  by  multistage  sampling  in  2012 students  of  state  universities  in  Surabaya.  The  results  of  this  study  showed  that  brand awareness has directly effect on the decision to choose state universities in Surabaya. But brand  association  has  no  effect  on  the  decision  to  choose.  Those  happen  on  perceived quality  which  only  ITS  respondents  do  not  have  effect  on  decision  to  choose  state university  in  Surabaya.  This  is  due  to  the  differences  of  strategies  used  by  each  state university on students association.

Keywords:  brand  awareness,  brand  association,  perceived  quality,  decision  to choose, and state university

Author: Ria Astuti Andrayani, Sri Setyo Iriani, Purwohandoko

Journal Code: jpmanajemengg130091

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