PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN MAHASISWA UNTUK BERKULIAH DI STAI ALHIKMAH JAKARTA

Mhd Saleh, Masrap Masrap, Moch. Iqbal Lutfi, Mustolihudin Mustolihudin, Aisyiah Ulfah

Abstract


This study describes STAI ALHIKMAH Jakarta's brand image and its influence on students' decisions to attend STAI ALHIKMAH Jakarta. The survey method was employed in this study. A questionnaire was utilized as the technique. This questionnaire is descriptively examined in the form of percentages, which are displayed in tables and figures. It is known by the value R = (r2 x 100%) based on the results of research on the role of brand image to student decisions. The value of r2 is 0.328, indicating that brand image influences 38.2% of student judgments, while the remaining 61.8% is influenced by factors not included in the research variables. 

Keywords


Influence, Brand Image, Students' Decisions

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