Since 2014
BRAND AWARENESS AND BRAND IMAGE OF DECISION MAKING ON UNIVERSITY
Journal of Management and Entrepreneurship
View Archive Info| Field | Value | |
| Title |
BRAND AWARENESS AND BRAND IMAGE OF DECISION MAKING ON UNIVERSITY
|
|
| Creator |
Mulyono, Herry
|
|
| Subject |
—
Brand awareness, brand image, perceived value, satisfaction, loyalty |
|
| Description |
Universities are currently facing many challenges as institutions of higher education providers, espe-cially in obtaining numbers of students. The purpose of the study is to examine the effect of brand awareness on brand image, the effect of brand image on perceived value, the effect of perceived value on satisfaction, the effect of brand image on satisfaction, the effect of satisfaction on loyalty. Data collection methods are obtained from 200 samples of students in Jambi (primary data) with an analysis of Structural Equation Model Lisrel 8.80. The findings of this research are four hypothesis take positive and significant effect where Satisfaction has the most effect. However, it did not find any influence of brand image on satisfaction.
|
|
| Publisher |
Institute of Research and Community Outreach - Petra Christian University
|
|
| Contributor |
—
|
|
| Date |
2016-09-01
|
|
| Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion — |
|
| Format |
0
|
|
| Identifier |
http://jurnalmanajemen.petra.ac.id/index.php/man/article/view/19959
10.9744/jmk.18.2.163–173 |
|
| Source |
Jurnal Manajemen dan Kewirausahaan; Vol 18, No 2 (2016): SEPTEMBER 2016; 163–173
1411-1438 |
|
| Language |
eng
|
|
| Relation |
http://jurnalmanajemen.petra.ac.id/index.php/man/article/view/19959/19108
|
|
| Coverage |
—
— — |
|