THE EFFECT OF BRAND-IMAGE SHOW TO MAKE THE DECISION FOR STUDY IN SETIA BUDI UNIVERSITY AT THE STUDENT OF St. YOSEF SURAKARTA

Tefani, Tabita Dea (2018) THE EFFECT OF BRAND-IMAGE SHOW TO MAKE THE DECISION FOR STUDY IN SETIA BUDI UNIVERSITY AT THE STUDENT OF St. YOSEF SURAKARTA. Skripsi thesis, Universitas Setia Budi Surakarta.

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Abstract

Tight competition between both public and private universities in looking for prospect students makes every university institution applying a variety of marketing strategies to introduce themselves to the public using special attribute or superiority they have. This research aimed to find out the effect of brand image show on decision making in choosing to study in Setia Budi University. The subject of research included both male and female students of SMA St. Yosef Surakarta, consisting of 727 students as the population, and 60 students as the sample. This research employed decision making-scale measurement instrument with 4Ps theory: product, price, place, and promotion. The hypothesis proposed in this research was that there was an effect of brand-image show on decision making in choosing to study in Setiap Budi University. This study was an experimental research using Quasi-experimental research that is static group design. Method of collecting data used was likert scale with research instrument in the form of questionnaire containing question items. The method employed for analyzing data was different sample t-test with SPSS 25.0 for windows release help. The result of data analysis showed that tstatistic is 9.712 > ttable of 2.000, with p value of 0.000 or 0% so that p < α of 0.050, indicating that there was a significant positive effect of brand image show on decision making in choosing to study in Setia Budi University of Surakarta, so that the hypothesis proposed was supported. Keyword The effect of brand image show, decision making

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: The effect of brand image show, decision making
Subjects: B Philosophy. Psychology. Religion > B Philosophy (General)
L Education > L Education (General)
Divisions: Fakultas Psikologi > Prodi S1 Psikologi
Depositing User: magdalena kartika ningsih
Date Deposited: 23 Feb 2019 02:41
Last Modified: 23 Feb 2019 02:41
URI: http://repository.setiabudi.ac.id/id/eprint/417

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