The Effect of Promotion on the Decision to Choose a Higher Education through the Brand Image of Education

Umin Kango; Ari Kartiko; Muhammad Anas Maarif

doi:10.35445/alishlah.v13i3.852

The Effect of Promotion on the Decision to Choose a Higher Education through the Brand Image of Education

Umin Kango, Ari Kartiko, Muhammad Anas Maarif

Abstract

Increasingly fierce competition from universities in getting new students requires universities to carry out marketing activities well, one of which is through promotion and formation of a good college image to influence the decisions of prospective new students in choosing a university. This research uses quantitative research, which consists of promotion variable (X1) as an exogenous variable, education image (Y1) as intervening variable, and decision to choose university (Y2) as an exogenous variable. This study uses primary data. It is obtained directly from respondents through questionnaires that have been tested for validity and reliability tests for each question item or statement that will be submitted to respondents. Data analysis technique to test the relationship between variables using structural equation modelling (SEM) using AMOS25. The sample of this study was 148 students of the Tarbiyah in an Institute. This study indicates that sales have a significant effect on choosing a college, and the image of education significantly affects college decisions. At the same time, the primary outcome variable can mediate the promotional education image variable on the decision to choose a college.

Keywords

Promotion, Educational image, decision and SEM

Full Text:

PDF

References

Abuhassna, H., Al-Rahmi, W. M., Yahya, N., Zakaria, M. A. Z. M., Kosnin, A. B. M., & Darwish, M. (2020). Development of a new model on utilizing online learning platforms to improve students’ academic achievements and satisfaction. International Journal of Educational Technology in Higher Education, 17(1), 1–23.

Ahn, I., Chiu, M. M., & Patrick, H. (2021). Connecting teacher and student motivation: Student-perceived teacher need-supportive practices and student need satisfaction. Contemporary Educational Psychology, 64, 101950. https://doi.org/10.1016/j.cedpsych.2021.101950

Alwi, S., Che-Ha, N., Nguyen, B., Ghazali, E. M., Mutum, D. M., & Kitchen, P. J. (2019). Projecting university brand image via satisfaction and behavioral response: Perspectives from UK-based Malaysian students. Qualitative Market Research: An International Journal, 23(1), 47–68. https://doi.org/10.1108/QMR-12-2017-0191

Andrews, J. C., & Shimp, T. A. (2017). Advertising, promotion, and other aspects of Integrated Marketing Communications. Cengage Learning.

Bentz, V. M., & Shapiro, J. J. (1998). Mindful inquiry in social research. Sage.

Chen, C.-F., & Chen, C.-T. (2014). The Effect of Higher Education Brand Images on Satisfaction and Lifetime Value from Students’ Viewpoint. The Anthropologist, 17(1), 137–145. https://doi.org/10.1080/09720073.2014.11891423

Drugan, J. (2013). Quality In Professional Translation: Assessment and Improvement. A&C Black.

Fuchs, J. H. (1979). Administering the Quality Control Function. Prentice-Hall.

Gusdiandika, R., & Sinduwiatmo, K. (2016). Pengaruh Promosi Sekolah Terhadap Keputusan Siswa Dalam Pemilihan Smk Sepuluh Nopember Sidoarjo. Kanal: Jurnal Ilmu Komunikasi, 1(1), 27–38. https://doi.org/10.21070/kanal.v1i1.326

Kasali, R. (1994). Manajemen public relations: Konsep dan aplikasinya di Indonesia. Pustaka Utama Grafiti.

Kasali, R. (1998). Membidik pasar Indonesia: Segmentasi, targeting, dan positioning. Gramedia Pustaka Utama.

Kotler, P. (2012). Kotler On Marketing. Simon and Schuster.

Kotler, P., & Keller, K. L. (2012). Marketing. Rebis.

Liou, J. J., & Chuang, Y.-T. (2010). Developing a hybrid multi-criteria model for selection of outsourcing providers. Expert Systems with Applications, 37(5), 3755–3761.

Malhotra, N. K. (2010). Marketing research: An applied orientation (6. ed., global ed). Pearson Education.

Plumeyer, A., Kottemann, P., Böger, D., & Decker, R. (2019). Measuring brand image: A systematic review, practical guidance, and future research directions. Review of Managerial Science, 13(2), 227–265. https://doi.org/10.1007/s11846-017-0251-2

Plungpongpan, J., Tiangsoongnern, L., & Speece, M. (2016). University social responsibility and brand image of private universities in Bangkok. The International Journal of Educational Management, 30(4), 571–591. https://doi.org/10.1108/IJEM-10-2014-0136

R, A. H. A., & Ummah, B. (2019). Strategi Image Branding Universitas Nurul Jadid di Era Revolusi Industri 4.0. TARBIYATUNA, 12(1), 59–81. https://doi.org/10.36835/tarbiyatuna.v12i1.352

Sharma, A. A., Rao, V. R., & Popli, S. (2013). Measuring consumer-based brand equity for Indian business schools. Journal of Marketing for Higher Education, 23(2), 175–203. https://doi.org/10.1080/08841241.2013.866609

Sherly, S., Halim, F., Butarbutar, M., SN, A., Sisca, S., Purba, B., Ferinia, R., Dewi, I. K., Hasyim, H., Sudarso, A., & Purba, E. (2020). Pemasaran Internasional. Yayasan Kita Menulis.

Solomon, M. R., & Stuart, E. W. (2003). Marketing: Real People, Real Choices. Prentice Hall.

Spangler, W. D., Dubinsky, A. J., Yammarino, F. J., & Jolson, M. A. (1997). Impact of Personality on Sales Manager Leadership Style. Journal of Business-to-Business Marketing, 3(4), 27–53. https://doi.org/10.1300/J033v03n04_02

Sufirmansyah, S., Prameswati, L. N., Wati, D. T., & Sulistyowati, E. (2021). Student’s Preferences in Using Video-Based Learning Applications and Its Efficiency in Higher Education. Nazhruna: Jurnal Pendidikan Islam, 4(2), 272–283. https://doi.org/10.31538/nzh.v4i2.1474

Sumarsono, D. (2019). New Business Model for Hotel Industry Winning Competition. Gramedia Pustaka Utama.

Swastha, B., & Irawan. (2008). Manajemen Pemassaran Modern. Liberty.

Yahya, M. (2020). Pengaruh Citra dan Promosi terhadap Keputusan memilih Perguruan Tinggi dengan Sikap sebagai Variabel Intervening pada Mahasiswa Sekolah Tinggi Ilmu Pertanian Agrobisnis Perkebunan. Repository USU.

DOI: https://doi.org/10.35445/alishlah.v13i3.852