MONTOLALU, FRANSISCA TIFANNY and Raco, Jozef Richard and Korompis, Merry Jeanned' Arc (2019) THE INFLUENCE OF BRAND IMAGE, BRAND TRUST & WORD OF MOUTH TOWARD STUDENTS’ DECISIONS TO STUDY AT UNIVERSITAS KATOLIK DE LA SALLE MANADO. Skripsi thesis, UNIVERSITAS KATOLIK DE LA SALLE.
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Abstract
This study examined the influence of Brand Image, Brand Trust & Word of Mouth toward Students’ Decisions to study at Universitas Katolik De La Salle Manado. The finding of this study could help broadening insight and knowledge particularly related to the influence of Brand Image, Brand Trust & Word of Mouth toward Students’ Decisions to study at a Higher Education Institution. This study could also be used as a reference for the university to design strategy of promotion and recruitment for potential students. Basic theory used in this study to explain the variables studied, they are Brand Image, Brand Trust, Word of Mouth & Consumers’ Decision Making.
There were 313 students out of 1.442 of the total number of students of Universitas Katolik De La Salle Manado period 2017 – 2018 participated as the respondents of this study. This study used questionnaire to obtain the primary data while documents study and reviewed used for collecting secondary data. The data then analyzed using the multiple regression techniques. This study found that the influence of independent variable Brand Image did not have an influence for the students to choose Universitas Katolik De La Salle Manado, it means H1 rejected. However, the independent variables of Brand Trust and Word of Mouth significantly influenced the decisions of students, it means H2 and H3 accepted. Simultaneously H4 accepted. This study recommended companies must see the other variables that influences a student’s decision to study at Universitas Katolik De La Salle Manado, company should give more attention to Brand Trust and Word of Mouth.
Keywords: brand image; brand trust; word of mouth; consumers decision making.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | H Social Sciences > HB Economic Theory | ||||||||
| Divisions: | Fakultas Ekonomi > Manajemen | ||||||||
| Depositing User: | Mr Victor Edwin Ohoiwutun | ||||||||
| Date Deposited: | 09 Oct 2019 06:12 | ||||||||
| Last Modified: | 26 Jan 2021 05:59 | ||||||||
| URI: | http://repo.unikadelasalle.ac.id/id/eprint/636 |
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