ANALISIS KEPUTUSAN PESERTA DIDIK DALAM MEMILIH STUDI LANJUT DI LP3I COLLEGE PURWAKARTA
Abstract
The purpose of this study is to examine and analyze the influence of brand image and promotion on student decision to study in LP3I College Purwakarta. The research method was conducted by explanatory research with quantitative approach. The research was conducted in LP3I College Purwakarta with participants of this research are 66 students from year 2018/2019-2019/2020 and take by simple random sampling and for collecting by using questioner. The result showed that brand image has significantly influence on student’s decision to study in LP3I College Purwakarta. On the other hand, a promotion has no significant influence on student’s decision to study in LP3I College Purwakarta. However, a brand image and promotion simultaneously has positive impact on student’s decision to study in LP3I College Purwakarta.
Keywords: brand image, promotion, student’s decision
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