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
